Ettitude Review

About Ettitude

Ettitude was founded in Australia in 2014 by Phoebe Yu, and expanded into the US market a few years later. The brand makes bath towels, bedding, and sleepwear from what they call CleanBamboo. That’s their trade name for bamboo lyocell, a fibre produced from bamboo pulp through a closed-loop manufacturing process.

The first thing to understand about Ettitude is that there is no cotton in any of their products. That’s not a shortcoming; it’s the brand’s entire identity. They built the company around bamboo as a sustainable alternative to cotton, and they’ve been consistent about that positioning since the beginning.

CleanBamboo Explained

Lyocell production involves dissolving plant fibre pulp in a solvent, extruding it through fine holes, and then recovering the solvent for reuse. When it’s made from wood pulp and branded by Lenzing, it’s called TENCEL. When it’s made from bamboo pulp and branded by Ettitude, it’s CleanBamboo.

The environmental case for bamboo lyocell is real. Bamboo grows fast, requires no pesticides in most cultivation contexts, and uses significantly less water than cotton farming. The closed-loop production process means less chemical waste compared to conventional rayon. Ettitude claims over 96% solvent recovery in their process, which aligns with standard lyocell production benchmarks.

The fibre itself is fine and smooth, which is why bamboo lyocell products feel noticeably soft. Towels made from it tend to be lighter than equivalent-weight cotton terry, and they wick moisture quickly.

The Certifications

Two certifications matter here.

B-Corp certification is the more significant of the two. B Lab assesses companies on five categories: governance, workers, community, environment, and customers. Companies must score at least 80 out of 200 points and provide verified documentation. Ettitude has been B-Corp certified since 2020. This is not a greenwashing credential; companies can and do lose it.

OEKO-TEX Standard 100 covers the finished products specifically. It means the towels and bedding have been tested for over 100 harmful substances. This is the standard chemical safety credential in textile manufacturing, and it’s independently verified.

Neither of these certifications addresses Egyptian cotton origin because Ettitude doesn’t claim Egyptian cotton. That’s exactly the point. These are the right certifications for what Ettitude actually makes.

Performance in Practice

Bamboo lyocell towels behave differently from cotton when they’re new. They may feel slightly less absorbent in the first few washes because the fine fibres need time to open up. After a few cycles, absorbency improves considerably. This is a common characteristic of lyocell towels and not unique to Ettitude.

Customer reviews generally highlight the unusual softness, good temperature regulation (bamboo lyocell breathes well), and the way the towels stay fresh between washes due to their natural antibacterial properties. Complaints tend to centre on the care requirements: hot water and high heat in the dryer will damage the fibres. Ettitude’s care instructions specify cool or warm wash and low-heat drying.

What You’re Actually Paying For

Ettitude’s pricing sits in the premium DTC tier. A bath towel runs around $50 to $60, which is more than most cotton alternatives at the same quality level. Part of that price reflects the production cost of genuine closed-loop lyocell manufacturing. Part of it reflects the B-Corp overhead of operating as a certified sustainable business.

If you want Egyptian cotton, don’t buy Ettitude. If you want a genuinely certified eco product from a brand that has earned its sustainability credentials through independent assessment rather than self-declaration, Ettitude is one of the better choices on the market.