It looks like the Marlboro Man might be taking up vaping.

Altria Group Inc, the tobacco giant behind Marlboro announced that they will be buying a 35 percent minority stake in San Francisco-based vaping company Juul, bringing its overall value to $38 billion.

This partnership is expected to vastly expand the three-year-old vaping company, which will be able to utilize Altria’s resources and lobbying power. Additionally, the deal promises to distribute $2 billion in bonuses to Juul’s 1,500 employees, according to Vox. This will mean an average bonus of $1.3 million per employee.

Earlier this month, the company invested $1.8 billion into Canadian cannabis producer, Cronos, marking the largest investment to date by a tobacco company into cannabis.

This could be interpreted as a gradual move away from cigarettes, which have continued to experience major drops in sales, largely due to the increased awareness of tobacco-related health problems over the past few decades.

Unfortunately for the company — it could be out of the frying pan and into the fire, as it looks like vaping might soon experience a similar reckoning over health concerns. Earlier this week, the US Surgeon General declared vaping an ​“epidemic” among American youth.

This speaks to the popularity of the product, but also a concern for long-term sustainability.