This was the first soap i ever purchased to test lather. i quickly found that VDH and Arko and creams were much thicker, but after awhile i came back to try Williams again, and found the sweet spot. it lathers up like crazy, maybe not as luxurious as others, but its so slick, i don't care. i get really close and comfortable shaves with it because its so slick. now every time i try something else, i come straight back to Williams. i have a marvy green rubber mug i keep my Williams in, fill it with hot water and soak my brush in it for a few minutes, then i drain and swirl my boar brush about 5-10 times on the puck. i go straight to the face from there and work up great lather. when i am done shaving, i squeeze out any extra lather that is left in the brush and put it on the puck and let it dry for next time. works great. love this soap.