Lather into the beard and massage in. Rinse & Repeat if needed.Follow by a beard butter, balm or bear oil to keel your beard conditioned.** As with all Beardsmith products theydon’t use chemicals. Asides from meaningtheir products are amazing, this has two noticeable effects.Firstly, the shampoo can be much thinner in consistency than mass produced products. This does not impact the effectiveness or amount of product needed. (Just be careful when pouring it out!)Secondly the contents of the bottle can separate, and/or have small specks through it. Just give it a shake before each use!