I wouldn't say I like the sting, but it's fairly easy to tolerate. I've read over and over again that alcohol is the worst possible thing to put on my face, so I've tried quite a few alcohol-free "soothing, cooling balms". The problem is if it doesn't sting, it doesn't seem to help with any burn, either. In the winter when it's dry around here, sometimes I'll put on some balm at lunch, or after work, but right after a shave, I'll take the after-shave with the sting everytime!

By the way, if it gets warm and humid where you are, this is the stuff! It's billed as "air conditioning in a bottle". If you don't splash on some cold water to close the pores first, you actually won't be able to feel your face for a few minutes..........
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