The essence of hair towel

Where it all started

In 2013, two friends, Mari Luodes and Noora Mustajärvi, set out with one simple but revolutionary idea: design the world's best hair towel.

With no design studio and no software, they cut prototype shapes from coloured cardboard on a living-room floor and with the help of family, sewed sample after sample until the size, shape and design finally felt right.

Getting the shape right was the easy part. Developing a fabric soft and absorbent enough took over two years of testing — and when it was finally ready, the hair towel launched in May 2015.

Eleven years and 40+ countries later, it's still the heart that started it all.

Our story
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It actually stays put

Forget the towel-turban struggle. A single snap fastener holds everything securely in place while you go through your skincare, apply your makeup, or get dressed at your own pace. Your hands are free, your hair is wrapped, and your morning routine feels like a home spa experience.

A fabric of its own

Made from our own signature towel fabric – a low-twist, OEKO-TEX certified cotton. The hair towel absorbs moisture quickly and gently, without the rough friction that strains your hair and leaves it frizzy. The soft fabric offers tender care for your hair, and gets even softer with every wash.

Made for every head

One size, in shades from snow white to dusty rose, fits every hair length and texture — no separate kids' version needed. It works as well on a quick post-swim dry as it does after a full wash, and it doubles nicely as a hair-protector for the sauna or a long soak in the tub.

How to use it

  • After washing, gently squeeze — don't rub — excess water from your hair.
  • Flip your head forward and lay the towel over your hair, wide edge toward your neck.
  • Twist your hair up inside the towel, then flip your head back upright.
  • Close the snap fastener at the front and let the towel do the rest while you carry on getting ready.

Testimonials

From our beloved customers

"Before I didn't know I needed the Hair Towel. Now I simply cannot live without it."

— Maria, 37

"This is the best hair towel I've ever used. I've now ordered my third one in a different color, and my first one was already years ago. Such a lovely product that only gets better with use! 5/6!"

— Anonymous customer

"I have long, thick hair that no towel ever wanted to hold in place — this one just does. It's the first time drying my hair after a shower hasn't felt like a small battle."

— Tarja, 40

"The best invention and truly a perfect helper for everyday life! Comfortable and snug on the head. If you wrap the towel too tightly, the snap doesn't quite reach its other half, but with a looser wrap there's no problem."

— Anonymous customer

Ready for the change?

Unlock the full hairspa experience

Trade the slipping towel and the dripping bathroom floor for five minutes of actual hairspa. Shop the iconic Luin hair towel and see why it's been a daily ritual for over a decade.

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