Thought I would try this from reading some excellent reviews. Its a croap (cream/soap) consistency. Lathers up well and is really nice to apply. Very slick and not too thick on the face but offers a really close shave. I got a wee bit more irritation on my neck mainly than when using Proraso soap. Same shaver and blade. I think it just gets a little bit more under the growth and shaves closer. Very similar to the Proraso creams which I am just starting to use and really like. The smell of this Cella bio is weird. I can't describe it no matter how many times I smell it. Sort of aqua perfume, but doesn't linger on the face after the shave. It is quality stuff for sure. try some for something a bit different to your usual.