E.L.F. Beauty acquired Mrs. Bieber’s cosmetics brand for $800 million in cash and stock upfront, with another $200 million contingent on future growth.

The deal would mark a shift in strategy and expand into the prestige beauty market as e.l.f. faces weak demand from mass market customers.

Under the terms of the agreement, E.l.f. will acquire Rhode for $600 million in cash and $200 million of newly issued shares of E.l.f. Beauty common stock. The deal also includes a potential payment of $200 million based on the future growth of the brand over three years.