Mark Cuban is getting into makeup.
The billionaire investor made his first-ever deal for a makeup brand last week on his investing show "Shark Tank," but the decision to invest came after much deliberation.
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At first, Cuban was clear about why he was "out" on an investment into Fiona Co Chan's cosmetic company, Youthforia. The brand is a brightly colored collection that calls itself "makeup you can sleep in" and is targeted at Gen Z.
"When you have something that's completely differentiated you ride that and you don't do anything else because that dilutes your efforts. When you have something unique you play that edge. And that kind of made me question how effective your primary product was," Cuban said before declining to invest in the company.
But Cuban's colleague on the show, Kevin O'Leary, still had an offer out to Ms. Cho, and as the two began negotiating terms, Cuban started to shift to Youthforia's side of the negotiations.
"She's got $2.1 million in sales in a year. That's not nothing," Cuban said before adding that he "wished I knew more about the space because I think this could be the real deal and you could use some guidance on it."
After playing O'Leary and Cuban off of one another in negotiations, Cho eventually got Cuban to come back in with an offer of a $400,000 investment in exchange for an 8% stake.
Not bad for Cho and a big turnaround in opinion for Cuban.
Check out video of the back and forth below.
