think in terms of cost per use. you get what you paid for.

look at Bamboo, a quicker dry time. plush isn't always absorbent.

I like The Company Store, yes Ganet Hill has some lovely options too.

I actually like the Target Threshold Performance towels. They seem to stay soft and have held up for us.

I’m looking too! I don’t like super heavy and fluffy towels. They don’t seem to dry well.

I used to get Wamsutta towels from BB&B and they were good towels. I replaced mine this past year and got new ones at Macy's, their Hotel Collection. I don't think they will last as long as the Wamsutta ones did, but they dry the skin well and still look good after several months of washing. I do dry them on medium to be a bit gentler on them. The price isn't bad, specially if you catch one of the many Macy's sales.

We bought a couple of sets of towels/hand towels/wash cloths at Home Goods a few weeks ago (4 of each in two different colors). They are Calvin Klein, and have washed and dried excellently. They feel good if not exactly luxurious, they look nice, and the price was pretty decent since it was Home Goods as I mentioned.

A few years ago, I had my 3 bathrooms renovated. I treated myself and purchased (at a lovely discount) Lacoste bath towels and hand towels. They were made in Pakistan and are 100% Supima cotton. I love them; they are quite absorbant too.

I love frontgate towels. They usually have a sale a couple times a year. The fluffiest ones I’ve found. It’s hard for me to find nice towels locally. The department stores seem to be stocking options that are not as nice as they used to be.

If absorbance is the plan stop using fabric softener . I have great luck at Winners for bath towels and Macy's if I want the really big towels we use in out master bath . BTW no microfiber either .Amazon has lots of 100% cotton bath towels .

Look for a local shop that sells Matouk. Not cheap, but fluffy and beautiful.

I second Frontgate — Wirecutter recently rated their resort collection #1. Watch for a sale — should be one near Labor Day. Matouk is outstanding but IIRC will bust the $50 budget. Don’t overlook Land’s End. They have excellent towels in many colors at great prices. Some of my most long lasting and beloved towels are Ralph Lauren from Horchow, but again, watch for a sale.

I love that red color above!

I bought new towels maybe 2-3 years ago. Not expensive -- just Walmart towels. I love-love-love them! They're quick-dry towels, something I've never had before. They're lightweight and soft. We have a couple old towels (old but still in excellent condition), and I'll always reach for one of these quick-drys first. They're quick through the dryer too.

How long will they last? Dunno, but -- as I said -- mine are 2-3 years old and in perfect condition.

I'm thinking they cost about $7-8 each (it has been a while, and things have gone up) for standard size. The only ones I can see online are a 6-pack (2 bath towels, 2 hand towels, 2 wash cloths) for $27 -- but I know I bought mine as individual items "in store". They're available in a ton of colors. Mine are cornflower blue, but here they are in sage:

I have several sets of Daisy House (online only) that are FABULOUS! They were gifted to us by the owners of the company a couple years ago after we lost our home in a wildfire - they are still wonderfully absorbent and look great. As someone mentioned above, don’t use fabric softeners on them; that’s the key

I get Sonoma quick dry towels from Kohl’s. They look like the ones Mrs Pete recommended above. Last time I got them on sale for $4. I wouldn’t dream of spending $50!

I got Wamsutta for me and a Hotel Biltmore brand from Belk for my daughter, and hers are very nice and holding up well. Bought all at the same time and hers are washed more frequently. I will buy the Hotel Biltmore ones for me in the future.