CUPPA-T: The Community Cleanser

At ed&i, we believe that the best products are shaped in real-life conversations, built on real skin needs, and tested by real people. That’s exactly how CUPPA-T came to life: a multi-tasking cleanser designed with our community, not just for them.

This isn’t just a cleanser. It’s a daily essential born from shared skincare experiences, honest feedback, and a genuine desire to create something versatile, effective, and easy to use,  no overcomplication, just results.

Built in Collaboration with Our Community

Our journey began through our Behind The Business Instagram group chat, where we invited our customers to join and be a part of the initial product development. 

On April 9th at the Park Hyatt Auckland, we hosted a Community Focus Group of passionate ed&i customers. We invited 10 local Aucklanders to the event and got feedback from 10 customers from outside the city to get a full spectrum of skincare stories, lifestyles, and routines and let them test the first sample of what was to be CUPPA-T.

We asked questions like:

• What’s missing from your current cleanser?
  

• What is your skin type?
  

• What is your current cleanser?
  

The answers shaped every detail of CUPPA-T from texture and scent to performance and ingredients. Our community asked for something hydrating, gentle and makeup removing… so we delivered.

To celebrate the product’s final stages, we came together again on July 2nd for a studio shoot featuring our very own community members,  not models, just real people who helped shape this cleanser into what it is today. Seeing them on set, glowing with confidence, was the ultimate reminder of why we do what we do.

CUPPA-T is more than just another product on the shelf. It’s a collaboration. A co-creation. A daily ritual made possible by you, our community.