Henson shave cream?

Hi.
Got an email from Henson today about their (new?) shave cream.
Never noticed if they already had a shave cream, or if it's a new offering.
https://hensonshaving.com/products/shave-cream

Seems expensive and can be used with or without a brush. Hmmm.

If it is brushless, I'm out.

That's also my feeling.

If it is brushless, I'm out.

from their page about the cream:

Seems like Jack Black Beard Lube?