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The soap I rub in is just directly after loading the brush, the 5 minutes is roughly the time it takes to build the rest of the lather, but I rinse that off before applying the actual lather as yes...

I read that article a while ago and converted to cold water and my face prefers it, but I'd forgot about rubbing it in, I was just after a way to work the soap into my beard.

And Grim I personally...

This makes sense I suppose, just never thought about it. Bringing a nice bit of science into the art :)

I've recently converted from face lathering to bowl, as I find I can get a more luxurious lather (I primarily use MWF even through I've read it works better to face lather... Guess my puck wanted to...