Published on June 19, 2026
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Buy Earthly Co. if you're a family or small office tired of burning through paper towel rolls and want a genuine zero-waste swap that doesn't feel like a sacrifice. Skip it if you hate doing laundry or want something that needs zero behavior change. For everyone else, one 10-pack pays for itself fast.
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You know that small twist of guilt every time you tear off three sheets of paper towel to wipe up a coffee ring? Earthly Co. built their whole business around killing that feeling. They make reusable paper towels from 100% cotton flannel — one 10-pack replaces 80+ rolls of the disposable stuff. It's the rare sustainable swap that's softer, tougher, and cheaper over time than what it replaces.
Earthly Co. started from a simple, almost stubborn belief: you don't need to overhaul your life to shrink your carbon footprint. You just need to make the sustainable choice the easy choice.
Paper towels are the perfect target. We blow through them without thinking — a spill here, a wiped counter there, a few sheets to dry our hands. Then they go straight to the bin. Multiply that across a household, a year, a lifetime, and the numbers get ugly fast.
So the brand asked a better question. What if the thing you reach for instinctively was reusable, washable, and didn't make you feel like you were settling? That's the whole philosophy here — make it accessible, make it work better than the disposable version, and let the daily habit do the heavy lifting. No lectures, no complicated rituals. Just a stack of cloths that quietly stops 80+ rolls from ever entering your home.
Here's where Earthly Co. separates itself from the wave of "eco" cloths flooding the market. Most reusable towels are thin, scratchy, or made from cheap blends that pill after a few washes. Earthly Co. uses 100% cotton flannel, double-brushed on both sides.
That double-brushing matters more than it sounds. Brushing raises the fibers, creating a soft, fuzzy nap that grabs liquid instead of pushing it around. The result is a cloth that actually absorbs — a real spill, not just a polite dribble. You wipe once and it's gone. With cheap microfiber, you're often smearing water across the counter and wondering why it's still wet.
Each towel measures a generous 13" x 10", so you've got enough surface to tackle a knocked-over glass without grabbing a second one. And the durability is the real headline: machine washable 50+ times, dryer safe, with no sorting required. You don't baby these. You toss them in with whatever load is running.
Because they're 100% natural cotton fiber, they're also compostable at the end of their long life. So even when a towel finally wears out after dozens of washes, it doesn't sit in landfill for decades. It breaks down. That closed-loop thinking — soft, absorbent, durable, then biodegradable — is exactly what most "sustainable" products fail to deliver all at once.
Earthly Co. keeps the lineup focused, which I respect. The core product is the Reusable Paper Towels, sold in a 10 Pack and a larger 24 Pack for bigger households or anyone who wants a deep rotation.
There's also the Picking Lemons 10 Pack, which adds a cheerful printed design if you'd rather your kitchen cloths look like something instead of plain utility rags. Around these sit a small range of eco-friendly home products, all pointing in the same zero-waste direction.
The 10 Pack is the natural starting point for most people — a couple, a small kitchen, a single bathroom. The 24 Pack makes sense for families with kids, anyone running a small office, or households that go through paper at speed. The beauty is that none of these towels are single-purpose. One stack covers paper towels, napkins, washcloths, baby wipes, hand towels, cleaning rags, and even tissue box stuffing. You're not buying seven products. You're buying one that does seven things.
If you want to understand whether Earthly Co. fits your life, picture the 24 Pack in a busy family kitchen. This is where the brand earns its keep.
Breakfast: a kid knocks over the orange juice. You grab one, wipe it clean, drop it in the bin under the sink. Lunch: flannel napkins instead of disposable ones. Afternoon: a towel doubles as a baby wipe for sticky hands, then another wipes down the counter. By dinner you might have used six or seven cloths — and not a single sheet of paper.
That's the scenario disposables can't compete with on cost or feel. A regular paper towel disintegrates the moment it gets properly wet. These don't. The flannel holds together through a serious spill, then survives the wash to do it all again tomorrow.
Compare that to most reusable competitors, which sell you a thin 5-pack that frays after a month. The 24 Pack gives you enough volume to never feel short, even on laundry day. You build a rhythm: used cloths go in a bin, clean ones live in a drawer or on a roll holder. Once that loop clicks, you genuinely forget paper towels existed.
Let's be honest about the thing you're actually wondering: do these create a laundry headache?
Short answer — no, and that's by design. Earthly Co. towels require no sorting. You don't run a special cycle or buy a separate detergent. They go in with your normal towels, sheets, or whatever's running, and they're dryer safe, so they come out ready to go.
The one habit you do need is a holding system. A small bin or basket for used cloths stops them from cluttering your counter between washes. Set that up once and you're sorted. They take a full dryer cycle to dry because flannel is dense, so if you're a heavy user, keep a second pack in rotation. Otherwise, the maintenance is genuinely minimal — far less fuss than people assume before they try it.
This is built for families, households, and small offices that are tired of buying paper towels on repeat and want a swap that actually works. If you're environmentally conscious and want a real, measurable cut to your disposable waste — not just a feel-good gesture — these deliver. They're also great for parents who want soft, chemical-free cloths for baby wipes and sticky faces.
Who should skip it? If you genuinely hate laundry and won't set up even a small bin system, the disposables will keep winning in your house. And if you want zero behavior change whatsoever, this isn't your product. It asks for one small new habit. Give it that, and it pays you back for years.
Earthly Co. sits in the mid-range — more than a cheap pack of disposable rolls upfront, less than premium home-goods brands. And that upfront comparison is the wrong one to make.
One 10-pack replaces 80+ rolls of paper towels, tissues, and napkins. Think about what 80 rolls cost you over a year or two. Then add the napkins and the wipes you stop buying. The cloth pack pays for itself fast, then keeps saving you money for the 50+ washes it survives — and beyond.
So yes, you spend more on day one. Here's why it's worth it: you're not buying a product, you're buying the end of a recurring expense. For a family that burns through paper, the savings stack up quickly, and the environmental return is immediate. Mid-range price, long-game value.
Earthly Co. nailed the hardest part of sustainable living: making the green choice the genuinely better choice. The double-brushed cotton flannel is softer and more absorbent than the paper towels it replaces, tough enough for 50+ washes, and compostable when it finally wears out.
If you're a family, a household, or a small office ready to stop buying paper towels forever — and you'll set up a simple bin-and-wash routine — start with the 10 Pack and move up to the 24 Pack once you're hooked. You'll wipe the same spills you always have. You just won't throw anything away. That's the whole point, and Earthly Co. pulls it off.