bowl. My face is a bit sensitive and I get mild irritation if I face lather.
I'm a face latherer.
I load (swirling for 5-10 sec) for one pass (the thin cheap brush can't hold much more anyway) and let the lather be on the face for 2-3 mins to soften the whiskers. Then I correct the lather (depending on the soap I have to add more water bit by bit).
After rinsing between passes I smear the remaining on the face, reload the brush and start over.
I have soft water and I have never needed the practice to soak the soap, hot water on top or something else.
Even MWF which doesn't work for many people doesn't give me any problems this way.
Mainly bowl but face lather sometimes!
Face for soaps,bowl for creams!