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Probably a detailed thread here but I went and bought some this morning. I am not sure if it's the water, brush, or technique but I had NO problem lathering up in less than a minute and it was a...

+1 exactly only warm water. And I dump excess off puck too. So it works both ways. Thanks Jimmy.

I have no problems making a great lather with Williams but if you can't do it why not toss it. Maybe it's not for everyone. I can also make a great lather from Dove, arko, VDH, mamma bear soaps, ect....