Onsen – D2C Ranking & Growth Metrics
Quick-drying Supima cotton waffle bath towels and bathroom textiles.
Last updated · August 2026 edition · method v1.3
Onsen ranks #291 of 312 D2C brands in the August 2026 edition and #112 of 121 in Home, down 2 places on last month. We estimate Onsen's revenue is flat year on year (medium confidence). Branded search is declining over the past year, with a seasonal peak in November and December. Among home brands selling bath towels, its closest competitor is Riley Home (#258).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, medium confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Onsen is today: #291 of 312 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Published above 5,000 monthly branded searches.
what drives the score Is Onsen's revenue growing?
We estimate Onsen's revenue is flat year on year (medium confidence). Onsen's branded search volume is small, so the signal is noisier and confidence is medium.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Onsen growing?
Onsen has no Momentum score yet: Momentum is published once a brand passes 5,000 monthly branded searches. Branded search is declining over the past 12 months. Site traffic is steady over the same 12 months. Its size score is driven most by social audience, with branded search demand relatively weakest.
About Onsen
Onsen makes bath towels and related bathroom textiles, sold directly to consumers online. Its core product is a waffle-weave towel made from Supima cotton, designed to dry quickly and resist odour and mildew compared with standard terry towels. The range extends to bath sheets, robes, bath mats, shower curtains, towel bundles, and wool dryer balls, with newer sculpted terry towels alongside the signature waffle style.
The brand targets shoppers looking to upgrade everyday bathroom basics, emphasising material quality and functional performance over decoration. Onsen sells primarily through its own website, offering bundle discounts, a trial period, and a loyalty-style entry programme tied to purchases. Its founder has described being inspired by Japanese bathing culture and a personal interest in Japan, shaping the brand's focus on turning a routine task into a more considered daily ritual.
Onsen branded search volume
How often people search for Onsen by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining. Demand is seasonal, peaking in November and December and lowest in June.
Onsen's audience, products and channels
Social audience
- Instagram onsentowel 25,701
- TikTok patternhome 46,800
Also on Pinterest, X and Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store28
- New in the last 90 days0
- Typical price119
- Price range8 – 400
From Onsen's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Canada and the US.
Onsen competitors
The home brands closest to Onsen: same kind of product first, then the nearest in size. See every brand in Home or the full D2C brand rankings.
Direct-to-consumer bedding and bath textiles, including sheets, towels and robes.
Bedding, duvets, pillows and towels for the home
Monogrammed luxury towels, robes and home textiles
Spun iron cookware made in Shropshire, England.
Smart HEPA air purifiers for homes and families
Onsen: common questions
What does Onsen sell?
Quick-drying Supima cotton waffle bath towels and bathroom textiles. Known for: Supima Waffle Bath Towel, Sculpted Terry Towels, Bath Robes, Towel Bundles and Bath Mats.
Where is Onsen from?
Onsen is based in United States.
Where can you buy Onsen?
Onsen sells through its own online store and selected retailers. Its online store is at onsentowel.com.
Is Onsen's revenue growing?
We estimate Onsen's revenue is flat year on year (medium confidence). Onsen's branded search volume is small, so the signal is noisier and confidence is medium. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Onsen's competitors?
Onsen's closest competitors in the Home category are Riley Home, Soak&Sleep, Weezie and Netherton Foundry.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.3. See the methodology, or report a correction.