Gwyneth Paltrow caused a stir at a 2004 New York film premiere when she wore a low cut top revealing a back covered in large circular marks. And on April 18, 2007 Britney Spears was spotted in Los Angeles with the same circular marks on her back. According to Amy Taylor, a Berkeley, CA-based licensed acupuncturist, "It definitely looks like cupping. It's around the area that usually involves easing respiratory problems or muscle tension. The suction created by the cup can leave marks that look like a circular hickey. To folks unfamiliar with this therapy, it can look alarming, however it is not painful, either during or after treatment. In fact, patients typically find it to be quite relaxing."

Cupping is an ancient Chinese therapy that has been used for some 3,000 years. Its uses include improving the body's circulation, relieving pain in the muscles, especially back pain from stiffness or injury, and clearing congestion in the chest, which can occur with colds, flu and other respiratory problems. According to Chinese medical theory, pain is due to the stagnation of Qi (the body's energy), often caused by injury or stress. The art of cupping is believed to stimulate the flow of blood, lymph and Qi to the affected area, thereby relieving the body of pain and illness.

During a cupping treatment, several small glass cups are attached to the surface of the skin by creating a vacuum with either a flame or pump. The suction anchors the cup to the body and the area of skin covered is drawn up a few millimeters into the cup. The cups are then left on the body for about 10 to 15 minutes. Cupping treatments can be repeated, once the marks are cleared, until the problem is resolved.

Andris Kasparovics, a San Francisco based lighting designer and patient of the American College of Traditional Chinese Medicine said, "I had several treatments for the low back pain I sometimes get from my job and it really helped. After the first treatment I felt absolutely fantastic. I found the suction really relaxing. And the marks it left disappeared very quickly - within several days. I would definitely have it done again.¡±

According to Taylor, cupping therapy is usually used as part of an acupuncture or bodywork treatment. "While cupping can safely be used on most everyone for a wide variety of conditions, there are a few conditions in which cupping should not be used, such as high fever, skin disease or a tendency to bleed easily". To get a cupping treatment, Taylor recommends seeking out a reputable licensed acupuncturist.