Some great tips here already....
For what it's worth, the method I use...
I immerse the brush (synthetic) in water whilst showering, or just hold it under a running tap for a bit. Then squeeze the brush between thumb and forefinger to remove most of the water, and give it a shake. I load the brush straight from the puck (not bloomed) for probably at least 30 seconds, more like 45. If the brush hasn't got quite enough moisture in it to pick up the soap, I dip the very end of the tips and continue to load. There is usually a little lather around the rim of the puck, but not frothy or overflowing. 99% of the time I face lather, so the brush goes straight onto my face in paintbrush strokes to begin with, then splay and scrub a bit. I then sprinkle a few drops of water into the centre of the splayed brush, and scrub again. Repeat the process until I have a nice, dense, shiny, creamy lather... I do spend a few minutes adding water, and scrubbing/ painting to achieve the (my) desired consistency.