How We Tested

Viva Signature Cloth paper towels were used by 16 people, including judges, consumer testers and a professional cleaner. In August, participants used the towels for everyday cleaning tasks and assessed absorbency, strength, softness, ease of use, sheet size, overall quality and value. Expert judges also considered the product’s design, packaging, environmental attributes and supporting claims.

Best of the Year analysts reviewed the panel’s scorecards and written feedback, along with their own cleaning observations, the product’s entry and submitted materials before reaching a decision.

What Experts and Consumer Testers Said

The cloth-like feel came up again and again. Judges described the towel as soft enough for hands and delicate surfaces, yet strong enough to wipe up wet spills and tackle some stuck-on messes. One judge was impressed: "This product is extremely durable when wet. It bridges the gap between a paper towel and a cleaning cloth and feels elevated and innovative." Another domain expert was already a fan, having switched from another premium paper towel to Viva years ago because she found "it performed better for my household needs."

"This product is extremely durable when wet. It bridges the gap between a paper towel and a cleaning cloth and feels elevated and innovative." -Best of the Year Judge & Food Category Expert

Consumer testers put it to work on everyday spills, windows, and counters. Several praised its absorbency; one liked that it left no fluff behind on glass. The ability to rinse and use a sheet again stood out, too. "These are like cloths - so strong and absorbent. You can use them, rinse them, and use them again a couple of times," said one tester. That gives you a little more use from a towel before it goes in the trash, though how many times it holds up will depend on the job. A consumer tester who cleans houses professionally weighed in: "I liked how it doesn't scratch the windows and it's soft to use and clean."

"These are like cloths — so strong and absorbent. You can use them, rinse them, and use them again a couple of times." –Best of the Year Consumer Tester

The results weren’t entirely uniform. One tester found that the towel needed several passes to dry a counter and said they wouldn’t buy it again. A judge reported that it fell apart during a single use. Those experiences were in the minority, but every mess is different, and Viva’s absorbency and strength didn’t win over everyone.

Judges also separated performance from environmental impact. The towels use fiber from FSC-certified forests and FSC-controlled wood sources, according to Viva, but they aren’t made with recycled fiber and come in plastic overwrap. "The sustainability angle is my real hangup: they're predominantly single-use and not made from recycled materials," commented a judge.

"I liked how it doesn't scratch the windows and it's soft to use and clean." -Best of the Year Consumer Tester

Best of the Year Bottom Line

Viva Signature Cloth is a strong pick if you want a premium paper towel that feels more like a cloth, holds up when wet, and can be rinsed and reused for multiple cleaning tasks. While it sits at a premium price, it delivered for most of the households we tested it in—especially those with kids, pets, and frequent spills. Its combination of softness, strength, absorbency, and reusability is what kept many of our judges and testers reaching for it.

Why Trust Us?

The Best of the Year Media team comprises award-winning editors, analysts, subject-matter experts and consumer specialists who have built their careers helping people make smarter, more confident decisions. With deep expertise across consumer lifestyle categories, our team brings decades of experience evaluating products, brands and services. Our recommendations are grounded in rigorous evaluation combined with expert judgment and consumer insights, giving readers trusted guidance on products, services, and experiences worth bringing into their lives.

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