Well bought the cream but not the balm, waiting to go to a bigger Boots store to try and find Bulldog balm.
As for the hydro cream it's brushless, but a very good brushless IMHO.
Leaves your face feeling like you have already put balm on and even smells like balm but doesn't get absorbed by the skin.
Will keep it and let my girlfriend use it but I will probably use it if I'm anywhere where time is an issue and I can't have a good shave, (with my volunteer work this can be quite often).
Now, if they made a brush version then I think they would be quids in but who knows.