Towel Laboratoryteeth,3I achieved the crown!
No. 1
No. 1
No. 1
*Source: Research conducted by Izawa Towel in 2025.
Towels are "all the same"
Don't you think so?
To overturn this common sense, Towel Research Institute
was born.
"High quality yet surprisingly affordable"
The concept is supported,
The most chosen in Japan
It rapidly grew into a towel brand.
The strengths of Towel Research Institute as seen in numbers
Awareness rate of 35% or more
Towel Research Institute is gaining recognition, aiming to be the go-to choice when in doubt.
*Calculated based on the results of a Macromill questionnaire survey.
Amazon Home & Kitchen
No.1 in sales in category
It has been the No. 1 selling towel brand in Japan for three consecutive years out of over 100 million products. With over 130,000 reviews, it is the most popular towel brand in Japan.
*It was ranked No. 1 for more than half of the 365 days. (Period: December 13, 2022 - December 12, 2025)
Cumulative sales have exceeded 40 million copies!
Customers have raved about this towel brand, saying, "I'll never go back to other towels." Once you try it, you'll be sure to come back for more.
Featured Products
[Volume Rich]
Luxurious volume
A thick, voluminous towel with excellent absorbency. A best-seller from Towel Laboratory.
[Everyday Simple]
A reliable staple
A well-balanced standard towel.
[Reason for lightness]
Going beyond the conventional wisdom of thin towels
This towel has a texture that overturns the image that "thin towels are of poor quality." It sheds little and is compact and easy to store.
[Keep dry]
Dryer-safe towels
These towels are resistant to deterioration even when put in the dryer, and retain their texture. Compared to conventional towels, they are now three times more comfortable.
[Hair care towel research: the answer is cotton]
Reduces friction on hair by approximately 30%, reducing hair damage and leaving hair smooth and shiny.
[Compare and find your favorite towel]
The Towel Laboratory has carefully selected five popular series. This set allows you to compare the softness, lightness, quick-drying properties of each series and find the one that's right for you. This is the best selection, recommended even for first-time users.
[Natural softness]
The natural softness of cotton
These towels feature the natural softness and strength of cotton, which was discovered after researching 800 varieties of cotton from around the world. They have a glossy, smooth feel.
[Softness of the air]
Light and soft
Fluffy and airy softness. A towel with a pleasant contrast between volume and lightness, thanks to its airy texture.
[Spongy Touch]
Elastic softness
A soft, spongy towel with a bouncy, springy feel. Crafted using special processing technology that utilizes the resilience of plants.
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Media Coverage
It has been featured on television and in magazines.
*Partial excerpt.
Retailers
*In no particular order.
* Some stores may not carry this item.