“I like to scrub it in, put on a shower cap and clean house, get in the sauna or talk to a friend on the phone. 30-60 minutes later, sometimes hours later rinse it out. The best hair days follow! I like to use it at least every 2 weeks, with weekly splurge time allowing. It works fine if only left on for 10 minutes to shower and shave, but amazing with 30+ minutes. Your BEST product!”