That's how most leather conditioners are. I've used several different types, I've settled on Meguires Leather conditioner. It comes in a spray bottle but as thick as it is that is pointless, I just take the top off and use a bottle cap back on it and use the spray elsewhere.
But yea, rub it on, let it soak, and if the leather is dry you can almost watch it all soak in. Makes a HUGE difference in the feel too. Sooooo soft, soo clean, so nice.