Bieber has signed a $1 billion deal for e.l.f Beauty to acquire her skin care and makeup brand and will take on a new role.

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.