I think there's a misnomer that we have after being inundated for years with canned shave products that came out white and fluffy, or as a gel that lathered up. It's not all shave cream, and the brands would do themselves a favor to not identify as that. This product is more of a lotion than a cream. Like others, on my first use I was confused by the lack of lather, so I went to the Baxter website for additional direction. The brush that they recommend is to help lift your hairs, not create a lather. For my second use I squirted into the palm of my hand and was able to better prep my brush with product. I felt like i used more than my normal foaming cream.