Despite all of the known health risks, tanning beds can be found at more than three-quarters of some of the country's biggest fitness chains.
The doctor most responsible for turning the sunshine supplement into a billion-dollar juggernaut has received hundreds of thousands of dollars from the vitamin D industry, according to government records and interviews.
The complicated psychology of why some people obsessively tan and why others use bleaching products to lighten their skin.
While talk of the "trend" is resurfacing, this not-so-wise practice is actually nothing new.
The risks are well known, but that's not stopping many young men and women from soaking up UV rays.
Artist Tania Larsson used modern replication techniques to recreate traditional animal hide tanning artifacts in the Smithsonian's collection.