Wet your hair for longer than feels necessary. A full minute under the shower, until the scalp is soaked, is what makes a concentrated crème lather properly. Most people who say it will not foam have not used enough water. Use less than you think. A blueberry-sized scoop is enough for most lengths. Take it out with dry fingers so water does not get into the jar. Work it into the scalp, not the lengths. Rinse for twice as long as you lathered. If hair ever feels heavy or waxy, it is almost always product left behind, and a second, smaller wash fixes it. Follow with conditioner on the mid-lengths and ends, especially on curly, coily or textured hair.