In the late 1970s, the practice was revived again by Jim Ward and gained foothold in gay BDSM and leather subcultures. During the 1980s and early 1990s, the modern primitive movement embraced nipple piercings among other forms of body modification. With its roots at the United States west coast, modern primitives were intrigued by indigenous, so-called "primitive" cultures and adopted various forms of body modification. The mainstream popularity of the practice is partly due to celebrities who publicly displayed their piercings or confessed to have one in the 1990s, such as Tommy Lee, Corey Taylor and Lenny Kravitz.