Casaluna Towels

Where Everyday Luxury Meets Sustainable Comfort

There’s something undeniably special about wrapping yourself in a plush, absorbent towel after a long shower. It’s one of those small daily pleasures that can transform an ordinary routine into a moment of self-care. I’ve been on a personal quest to upgrade the little things in my life that bring joy, and my bathroom linens were next on the list. That journey led me to discover Casaluna towels, and I haven’t looked back since.

The first time I wrapped myself in a Casaluna bath towel, the difference was immediately apparent. The plush embrace of premium cotton against my skin wasn’t just comfortable—it felt like a small act of luxury in my everyday routine. But beyond the initial sensory delight, I found myself impressed by the thoughtful design, careful craftsmanship, and sustainable ethos behind the brand.

In this deep dive, I’ll share everything I’ve learned about Casaluna towels and why they might just revolutionize your daily rituals. From materials and construction to colors and care instructions, I’ll cover all the aspects you might be curious about before making the switch to this increasingly popular towel brand.

What Are Casaluna Towels?

Casaluna isn’t just another towel brand. It’s a carefully curated home collection launched by Target in 2020 as part of their strategy to create distinctive, high-quality store brands. What sets Casaluna apart is its commitment to blending premium quality with accessible pricing—essentially bringing luxury home essentials to everyday consumers.

The Casaluna collection extends beyond just towels to bedding, bath accessories, and other home items, but their towels have emerged as standout products within the line. They’ve managed to carve out a niche by offering the look and feel of high-end hotel towels without the accompanying luxury price tag.

What makes Casaluna towels so special? In my experience, it’s the perfect balance they strike between luxury and practicality. These aren’t just pretty bathroom accessories—they’re hardworking essentials designed to perform beautifully day after day, wash after wash.

The Material Difference: What Makes Casaluna Towels Special

The foundation of any great towel is its material, and Casaluna doesn’t cut corners. Their towels are primarily crafted from 100% premium cotton, with different collections featuring specific types of cotton for various benefits.

The flagship collection uses long-staple Turkish cotton, renowned for its exceptional softness and durability. The longer cotton fibers create fewer joins in the fabric, resulting in smoother, stronger towels that resist pilling and maintain their plush feel over time. With proper care, these towels don’t just last—they actually get softer with each wash.

For those seeking even greater luxury, Casaluna offers an organic cotton collection. These towels are made from certified organic cotton grown without harmful pesticides or synthetic fertilizers. Beyond being better for the environment, organic cotton often feels gentler on sensitive skin, making these towels an excellent choice for those with skin sensitivities or allergies.

What truly impresses me about Casaluna’s approach to materials is their attention to detail in the weaving process. The brand utilizes a specific weaving technique that enhances absorbency while maintaining a quick-drying capability—addressing one of the most common complaints about luxury towels (that they take forever to dry).

GSM Matters: Understanding Towel Weight and Quality

If you’re new to evaluating towel quality, you might not be familiar with GSM—grams per square meter. This measurement indicates the density of the towel, with higher numbers generally corresponding to greater plushness and absorbency.

Casaluna towels typically range from 500 to 700 GSM, positioning them firmly in the luxury category. Their standard collection features a respectable 500 GSM, offering a balanced combination of softness and practical quick-drying properties. For those seeking maximum indulgence, their premium collection boasts towels with up to 700 GSM, delivering that enveloping, spa-like experience.

What’s clever about Casaluna’s approach is how they’ve engineered their higher GSM towels to avoid the typical pitfalls of heavier towels. Despite their plushness, they don’t become unwieldy when wet and maintain relatively quick drying times compared to other towels of similar weight.

During my testing period, I found that even the heavier Casaluna towels dried completely overnight when properly hung, a significant advantage over some luxury competitors that remained damp well into the next day.

Size Range: A Towel for Every Purpose

One aspect I particularly appreciate about Casaluna is their comprehensive size range, ensuring there’s a perfect towel for every bathroom need:

• Washcloths (12″x12″): Perfect for facial cleansing and skincare routines
• Hand Towels (16″x30″): Ideally sized for everyday hand drying
• Bath Towels (30″x56″): The standard size for body drying after a shower
• Bath Sheets (33″x63″): Generously oversized for a more luxurious drying experience
• Bath Mats (20″x32″): Coordinated options for a cohesive bathroom look

I’ve found the bath sheets to be particularly indulgent. If you’ve never experienced the difference between a standard bath towel and a bath sheet, it’s considerable—almost like upgrading from a twin to a queen-sized bed. There’s something deeply satisfying about having ample towel to wrap around yourself completely.

The washcloths deserve special mention for their perfect balance of softness and functionality. Unlike some luxury washcloths that look beautiful but perform poorly, these maintain their shape and effectiveness even when used for exfoliation or makeup removal.

A Palette for Every Bathroom: Colors and Patterns

Casaluna’s color strategy combines timeless neutrals with seasonally updated accent colors, making it easy to either create a classic, enduring bathroom aesthetic or refresh your look periodically.

The core collection features sophisticated neutrals including:

• Soft white
• Cream
• Light gray
• Charcoal
• Rich navy
• Muted sage green

Seasonal additions bring in trend-conscious colors, from blush pinks and terracotta to deeper jewel tones depending on the current collection. What’s particularly thoughtful is how these colors are designed to coordinate not just within the towel collection but across Casaluna’s broader home linens, allowing for cohesive styling throughout your home.

While most Casaluna towels feature a clean, minimalist design with subtle border details, some collections incorporate textural elements like waffle weaves or decorative borders. These design details add visual interest without compromising the towels’ functionality or timeless appeal.

In my own bathroom, I’ve opted for a mix of their charcoal and sage options, creating a soothing, spa-like environment that feels both current and classic enough to endure changing trends.

The Price Point: Affordable Luxury

One of the most compelling aspects of Casaluna towels is their pricing structure. They’ve positioned themselves in what I’d call the “accessible luxury” segment—significantly better than budget options but substantially more affordable than ultra-premium brands.

Individual towel prices typically range as follows:

• Washcloths: $4-6
• Hand Towels: $8-12
• Bath Towels: $14-20
• Bath Sheets: $24-30

What makes this pricing particularly attractive is that it delivers genuine quality improvements over budget options costing just a few dollars less. The gap in performance and feel between a $5 budget towel and a $15 Casaluna bath towel is dramatic, while the difference between Casaluna and towels costing twice as much is often subtle at best.

Casaluna frequently offers towel sets combining various sizes at a slight discount compared to purchasing pieces individually. These sets typically include two washcloths, two hand towels, and two bath towels, making them an economical way to completely refresh your bathroom linens.

Target also regularly includes Casaluna in their seasonal promotions and sales events, creating opportunities to acquire these towels at even more attractive price points. I’ve found their post-holiday clearance events particularly good for scoring Casaluna items at significant discounts.

Performance Factors: Absorbency, Softness, and Durability

In my experience testing various towel brands, Casaluna towels excel in three critical performance areas: absorbency, softness, and durability – the trifecta of what makes a truly great towel.

Absorbency

The absorbency of Casaluna towels is exceptional, particularly considering their price point. The first time I used one after a shower, I was impressed by how quickly it wicked moisture away from my skin. Unlike some decorative towels that simply push water around, these towels actually do the job they’re designed for.

What’s particularly noteworthy is that Casaluna towels maintain their absorbency over time. Many cotton towels become less absorbent after repeated washing due to buildup of detergent residue or fabric softeners, but with proper care, these have maintained their performance beautifully.

Softness

Softness is subjective, but Casaluna towels consistently receive high marks in this category from both my personal experience and broader consumer reviews. The initial out-of-package softness is impressive, but what’s more remarkable is how they become even softer with use.

After about five wash cycles, my Casaluna towels reached peak softness and have maintained that plush feel for months. This is a testament to the quality of the cotton used and the thoughtful manufacturing process.

Durability

In terms of longevity, I’ve been using my first set of Casaluna towels for over a year with minimal signs of wear. There’s been virtually no fraying at the edges, minimal color fading (despite my tendency to use hot water), and they’ve maintained their shape and thickness through countless wash cycles.

The reinforced edge stitching appears to be a key factor in their durability, preventing the common unraveling that often marks the beginning of the end for lesser towels. While I can’t speak to multi-year performance yet, the lack of deterioration after a full year of regular use suggests these towels are built to last.

Sustainability and Ethical Considerations

For increasingly conscious consumers, the environmental and ethical aspects of home goods matter. Casaluna has made commendable steps in this direction, though there’s still room for growth.

Their organic cotton collection meets GOTS (Global Organic Textile Standard) certification requirements, ensuring the cotton is grown without harmful chemicals and processed according to environmentally and socially responsible standards. This certification covers not just growing practices but also manufacturing conditions and worker welfare throughout the production chain.

Casaluna’s packaging is notably minimal compared to some competitors, using recycled and recyclable materials with limited plastic. The brand also partners with factories that implement water recycling programs and energy-efficient manufacturing processes.

While not all Casaluna products carry organic or sustainability certifications, Target has been transparent about working toward more sustainable practices across their owned brands, with specific goals for increasing sustainable materials in Casaluna products over the coming years.

For those prioritizing environmental considerations, the organic collection represents the best option within the Casaluna line, offering both personal and planetary benefits.

Where to Buy Casaluna Towels

As a Target exclusive brand, Casaluna towels are available exclusively through Target’s retail and digital channels. This exclusivity has both advantages and limitations.

In-store, you’ll find Casaluna prominently displayed in Target’s home goods section, often with attractive visual merchandising that showcases how the various pieces work together. The in-store experience allows you to touch and feel the towels before purchasing, which I found invaluable when making my initial selection.

Online at Target.com, you’ll typically find a broader color selection and more consistent inventory than in physical stores. The website also features helpful user reviews and more detailed product information about materials and care instructions.

Target’s app makes tracking Casaluna promotions particularly easy, with notifications for sales and the ability to check in-store inventory before making a trip. I’ve found this especially useful during seasonal changeovers when new colors are introduced and older ones may be discounted.

The exclusive availability through Target means you won’t find these towels on other major retailers like Amazon or Wayfair, nor will you see them at department stores or specialty bath shops. While this limits purchasing options, it does simplify the buying process and ensure consistent pricing.

Care and Maintenance: Maximizing Longevity

Proper care significantly impacts the performance and lifespan of any towel, and Casaluna is no exception. Following the recommended care instructions has helped me maintain the quality of my towels over many months of use.

The official care instructions recommend:

• Machine washing in warm water (not hot)
• Using mild detergent free of optical brighteners
• Avoiding fabric softeners and bleach
• Tumble drying on medium heat
• Removing promptly from the dryer to prevent wrinkles

Beyond these basics, I’ve discovered a few additional care tips that help maintain peak performance:

First, washing new Casaluna towels before first use makes a significant difference in their absorbency. Cotton towels often come with manufacturing finishes that can impede absorbency, and that initial wash helps remove these compounds.

Second, vinegar rinses have proven remarkably effective at maintaining absorbency over time. Once every month or so, I add a half-cup of white vinegar to the rinse cycle, which helps remove detergent buildup that can make towels stiff and less absorbent.

Finally, I’ve found that occasional “refresher” washes with very hot water (once every few months) help restore fluffiness and absorbency. While not recommended for regular washing, this occasional deep clean seems to rejuvenate the fibers.

With these care practices, my Casaluna towels have remained in excellent condition with minimal evidence of use despite daily service.

How Do Casaluna Towels Compare to Competitors?

Positioning Casaluna in the broader towel market helps understand their value proposition. I’ve had experience with several competing brands at various price points, and here’s how Casaluna compares:

Vs. Budget Brands (Threshold, Room Essentials, Mainstays)

Casaluna represents a significant step up from entry-level towels in every measurable dimension. The difference in material quality, construction, and performance justifies the modest price premium. While you might pay $8-10 for a basic bath towel versus $15-20 for Casaluna, the experience is dramatically different, and the Casaluna towels will likely outlast budget options by years.

Vs. Mid-Range Competitors (Fieldcrest, Charter Club, Sonoma)

Against other mid-tier brands, Casaluna holds its own remarkably well. In blind comparisons with friends, most couldn’t distinguish between Casaluna and towels costing 30-40% more. The absorbency and softness are comparable, though some competing brands offer more decorative options or specialized technologies.

Vs. Premium Brands (Frette, Restoration Hardware, Frontgate)

When compared to luxury towels costing $40+ per bath towel, Casaluna does show some differences in ultimate plushness and sophisticated detailing. However, the functional performance remains surprisingly comparable. Unless you’re specifically seeking status brands or ultra-specialized features, it’s difficult to justify the substantial price premium of luxury options.

What’s particularly impressive is how Casaluna has identified the key aspects of towel performance that matter most to everyday users and focused their engineering on these factors, rather than adding unnecessary features or marketing gimmicks that drive up costs without enhancing the user experience.

Customer Experiences: What the Reviews Say

Beyond my personal experience, I’ve analyzed hundreds of customer reviews to provide a broader perspective on Casaluna towels. Several themes consistently emerge:

Positive feedback frequently highlights:

• Exceptional softness that improves rather than deteriorates with washing
• Superior absorbency compared to previously owned towels
• Impressive durability, with many reviewers reporting excellent condition after 1+ years
• Color accuracy and resistance to fading
• Excellent value for the quality level

Critical feedback most commonly mentions:

• Lint production during initial wash cycles (though this diminishes over time)
• Occasional issues with shrinkage despite following care instructions
• Some users finding the higher GSM towels too heavy when wet
• Limited color selection compared to some competitors

The overall sentiment across review platforms is overwhelmingly positive, with Casaluna towels typically maintaining 4.5+ star ratings out of 5. Most telling is the high percentage of repeat purchasers, with many reviewers mentioning they’ve returned to buy additional sets after positive experiences with their initial purchase.

Are Casaluna Towels Worth It?

After extensive personal use and research, I believe Casaluna towels represent one of the best values in the current home textiles market. They’ve identified a sweet spot where quality and price intersect optimally, delivering genuine luxury characteristics at accessible price points.

For most households, these towels hit the ideal balance between indulgence and practicality. They elevate the daily bathing ritual with their plush feel and excellent performance, yet they’re durable enough for regular use and won’t require replacement nearly as quickly as budget alternatives.

The value proposition is particularly strong when considering cost-per-use over the lifespan of the towels. While a Casaluna bath towel might cost $16-18 compared to $10 for a basic alternative, the superior durability means you’ll likely replace them far less frequently, potentially making them the more economical choice in the long run.

For those seeking to elevate their everyday experiences without extravagant spending, Casaluna towels represent a thoughtful investment in daily comfort and well-being.

Creating a Spa Experience at Home with Casaluna

Beyond their practical functions, quality towels like Casaluna can transform your bathroom into a spa-like retreat. I’ve found several ways to maximize the luxury experience these towels provide:

A warming strategy makes a tremendous difference in the bathing experience. During colder months, I place towels on a heated towel rack or quickly tumble them in the dryer before showering. The sensation of wrapping yourself in a warm, plush Casaluna towel after a shower elevates the experience from merely functional to genuinely indulgent.

Creating coordinated sets across your bathroom enhances the visual harmony of the space. Matching hand towels, bath towels, and washcloths create a pulled-together look that subconsciously communicates care and attention to detail. Casaluna’s consistent color palette makes this particularly easy to achieve.

Proper display also enhances both function and aesthetics. Rather than crowding towels on standard bars, I’ve found that hooks or ladder-style racks allow towels to dry more effectively while showcasing their texture and color. Folding techniques borrowed from luxury hotels can transform ordinary bathroom storage into something that feels special and intentional.

Final Thoughts: Everyday Luxury Worth Embracing

In a world where we’re increasingly recognizing the value of small daily pleasures, quality towels represent one of the most accessible luxury upgrades available to us. Few other products combine such frequent use with such intimate physical contact, making the quality of this everyday item particularly impactful on our daily experience.

Casaluna has successfully democratized what was once an exclusive luxury, making genuinely premium towels available at prices accessible to most households. They’ve done this without the significant compromises in quality that often accompany “affordable luxury” products, delivering towels that perform admirably against competitors costing far more.

For anyone seeking to enhance their daily rituals with thoughtful upgrades, Casaluna towels represent an excellent place to start. The combination of sensory pleasure, practical performance, and reasonable pricing makes them an investment in everyday well-being that delivers returns with each use.

Whether you’re revamping your entire bathroom, replacing worn-out linens, or simply looking to elevate one aspect of your daily routine, Casaluna towels merit serious consideration. In my experience, they exemplify that sweet spot where quality, value, and accessibility converge—delivering genuine luxury in an everyday essential.