I seem to be an oddity. I scoop a little onto a finger (or squeeze from a tube) then apply to my face in the shower. I take 1-2 minutes to lather it up all over my face, then proceed to shave. I used to use a brush, but ended up feeling it to be a bit wasteful, and my fingers seem to go a better job than the brush anyway. It's not as elegant, but I actually enjoy feeling the stubble with my fingers, it makes for a nice before-and-after when rinsing the soap off afterward.