The Loomia Review
About The Loomia
The Loomia started the way a lot of good small businesses do: with a suitcase and a big idea. In 2017, a couple named Fahri and Nilay packed up their life in Istanbul (along with their baby son, Deniz, and three backpacks) and moved to Charleston, South Carolina to share Turkish textiles with American buyers. They’d been running a small online store from Turkey, and the response was strong enough that they decided to go all in.
Today they operate out of a brick-and-mortar boutique in Mt. Pleasant, SC, plus an online shop that sells through their own site, Amazon, and Etsy. The product range has grown well beyond towels into throws, blankets, kimonos, robes, and home decor. But towels are still the core of what they do, and it’s what most people know them for. They claim over 70,000 customers and 2,500+ five-star reviews, and they donate a portion of monthly proceeds to St. Jude Hospital.
What strikes me about The Loomia is how personal it feels. The towel lines are named after family members and friends (Deniz, Natalie, Silvia). The founders are the ones answering customer questions. It’s a genuinely small operation, and for a brand doing an estimated $312K per month, that’s both charming and slightly unusual. You’re not buying from a faceless corporation here.
The Turkish Cotton Question
Turkish cotton has a great reputation, and for good reason. The long fibers grown in Turkey’s Aegean region produce towels that are soft, absorbent, and get better with washing. But (and this is important) “Turkish cotton” isn’t a regulated term the way “Egyptian cotton” can be verified through the Cotton Egypt Association’s Pyramid Mark. There’s no equivalent third-party body certifying that a towel’s cotton actually came from Turkey.
The Loomia’s founders are Turkish, they started the business in Istanbul, and they source directly from Turkish suppliers. That personal connection is more reassuring than most brands can offer. But when it comes to formal verification, we couldn’t find any third-party certifications on their site. No OEKO-TEX Standard 100, no GOTS, no organic certifications. For a brand at this price point, that’s not uncommon. But it is something to be aware of if certifications matter to you.
The product descriptions consistently say “100% Turkish cotton” or “100% cotton” across the towel lines. A few products (like the Deniz) use a bamboo-cotton blend, which they label clearly. I appreciate that they don’t try to upsell the material as something it’s not. There are no inflated thread count claims or vague “luxury” language that doesn’t mean anything.
What You Actually Get
The Loomia’s towel lineup breaks down into a few distinct categories, and this is where it helps to know what you’re looking for.
Flat-weave towels (Silvia, Zebrine, Adrian, Sonat) are the classic Turkish towel style. Thin, lightweight, quick-drying, and compact enough to roll up for travel or the beach. These run about $22 to $30 each. They’re not going to feel like the plush bath towel you’re used to at home, and that surprises some buyers. Think of them more like an oversized, beautifully woven cotton wrap.
Terry and terry-sided towels (Natalie, Melika, Nadine, Charlotte) are closer to a traditional Western bath towel. The Natalie, for example, is 100% cotton Turkish terry, comes in hand towel ($24), bath towel ($39), and bath sheet ($49) sizes, and has a 5.0 rating from buyers on the site. These are your best bet if you want softness and absorbency in a familiar format.
Waffle towels (Heena, Olivia, Linda) sit somewhere in between. Textured, lightweight, and they dry fast. Starting around $22, they’re a nice option for guest bathrooms or anyone who likes that spa-towel look.
The pricing across the board is genuinely competitive. You can outfit a full bathroom with hand towels, bath towels, and a bath mat for under $150, which is hard to do with most DTC towel brands.
What Buyers Say
On The Loomia’s own site, the reviews are overwhelmingly positive. They highlight 2,500+ five-star reviews and 70,000+ customers. Buyers consistently praise the softness (especially the terry towels), the generous sizing, and the fact that the towels get softer with each wash.
On Amazon, the picture is similar but with a few more caveats. ReviewMeta tracked 179 reviews across 4 Loomia products, and the sentiment is mostly positive. People love the beach towels for travel, saying they pack down small and dry quickly. The flat-weave towels get called “the softest right out of the package” by more than one reviewer.
The complaints are worth understanding though. Some buyers found that the flat-weave towels feel more like drying off with a cotton t-shirt (their words, not mine). If you’re expecting a thick, plush towel experience, a flat-weave Turkish towel isn’t that. A few reviewers also noted fringe unraveling after washing, and some shrinkage when using a hot dryer. These aren’t dealbreakers, but they’re common with this style of towel, and the brand could do a better job setting expectations upfront.
One thing I didn’t find: major red flags. No BBB complaints, no Trustpilot horror stories, no patterns of unresponsive customer service. For a small brand, that’s actually notable. The feedback loop seems healthy.
How The Loomia Compares
| Feature | The Loomia | Parachute (Turkish) | Boll & Branch | Brooklinen |
|---|---|---|---|---|
| Material | 100% Turkish cotton | Long-staple Turkish cotton | 100% organic cotton | Long-staple cotton |
| OEKO-TEX Certified | No | Yes | Yes | Yes |
| Bath Towel Price | $24-$39 | $30-$50 | $40-$50 | $39-$59 |
| GSM Range | Varies (light to mid) | 700 GSM | 700 GSM | 620 GSM |
| Towel Styles | Flat-weave, terry, waffle | Terry only | Terry only | Terry, waffle |
| Made In | Turkey | Turkey/Portugal | India | Turkey |
| Free Shipping | Over $99 | Over $50 | All orders | Over $75 |
Who Should Buy The Loomia?
This brand is for you if:
- You want authentic Turkish-style towels (especially flat-weave) at a fair price
- Supporting a small, family-owned business matters to you
- You like having variety, from lightweight beach towels to plush terry bath sheets
- You’re on a budget but don’t want to sacrifice cotton quality
- You appreciate the travel-friendly, quick-dry nature of Turkish flat-weave towels
Skip this if:
- Third-party certifications like OEKO-TEX are non-negotiable for you
- You only want thick, plush, hotel-weight towels (their flat-weave styles won’t satisfy that)
- You need detailed sourcing transparency about which Turkish mills produce the cotton
- You’re looking for organic cotton specifically (try Boll & Branch instead)
Is The Loomia Legit?
LegitThe Loomia is a legitimate small business founded in 2017 by a Turkish-American couple who source textiles directly from Turkey. They have a physical retail location in Mt. Pleasant, SC, sell through their own site plus Amazon and Etsy, and have built a base of over 70,000 customers with 2,500+ five-star reviews. The Turkish cotton claims appear genuine based on the founders' direct connection to Turkish textile suppliers. The main gap is the lack of any third-party certifications to formally verify material claims.
- Founded
- 2017
What We Liked
- Affordable pricing, with most towels between $22 and $49
- 100% Turkish cotton across the core towel line, with genuine softness that improves after washing
- Family-owned and founder-led, with a physical retail location in Mt. Pleasant, SC
- Wide product range including flat-weave, terry, waffle, and bamboo-cotton blends
- Free shipping on US orders over $99 and monthly charitable donations to St. Jude Hospital
What We Didn't Like
- No OEKO-TEX, GOTS, or other third-party textile certifications listed
- Flat-weave towels aren't as absorbent as traditional terry, which catches some buyers off guard
- Limited detail on their site about where in Turkey the cotton is sourced or which mills they use
- Some Amazon reviewers report fringe unraveling and minor shrinkage after first wash
Frequently Asked Questions
Are The Loomia towels real Turkish cotton?
The Loomia was founded by a Turkish-American couple who source their textiles directly from Turkey. Their core towel lines are listed as 100% Turkish cotton, and the brand's direct sourcing connection adds credibility to that claim. However, they don't carry any third-party certification like OEKO-TEX to independently verify the material. The cotton quality feels consistent with genuine Turkish cotton based on buyer feedback.
How much do The Loomia towels cost?
Most individual towels range from $22 to $49. Hand and kitchen towels start around $22, bath towels run $24 to $39, and bath sheets are about $49. Bundle sets offer better value, with a set of six towels (three hand, three bath) running around $112. They also run frequent sales with discounts of up to 50% off.
Are The Loomia towels absorbent?
It depends on which style you pick. Their terry towels (like the Natalie and Melika) absorb well and feel closer to a traditional bath towel. The flat-weave styles (like the Silvia and Zebrine) are lightweight and quick-drying, but some buyers note they feel more like drying off with a thin cotton cloth. If absorbency is your top priority, go with the terry or waffle options.
Do The Loomia towels shrink?
Some buyers on Amazon report minor shrinkage after the first wash and dry cycle. This is common with Turkish cotton towels in general. The brand recommends washing on a gentle cycle and tumble drying on low. Avoiding high heat in the dryer will minimize shrinkage.
How does The Loomia compare to Parachute towels?
They're very different products at very different price points. Parachute's Classic Turkish Towels are 700 GSM, plush, and heavy, priced around $30 to $50 per towel. The Loomia's towels tend to be lighter weight and more varied in style, from flat-weave to waffle to terry, at $22 to $49. Parachute carries OEKO-TEX certification, which The Loomia does not. If you want thick, hotel-style plush towels, Parachute is the better fit. If you prefer lighter Turkish-style towels at a lower price, The Loomia wins.
Where is The Loomia located?
The Loomia is based in Mt. Pleasant, South Carolina (just outside Charleston). They have a physical retail boutique at 404 Coleman Blvd where you can see and feel the products in person. The company was founded in Istanbul in 2017 before the founders relocated to the US.
Related Reading
Background on the claims this review references.