Cupping massage therapy works by decompressing soft tissues using vacuum suction, which is actually the opposite of other forms of massage that compresses soft tissues. During cupping, the cup gently sucks to your skin and lifts underlying soft tissue into the cup. The sensation that is experienced is a pulling of the skin as the cup is moved around the skin in a rolling fashion. A feeling of warmth is usually experienced when the cup is released due to increase blood flow to the area.