The Marlboro Man is showing his hipster side.

Altria — the maker of the famous brand — is taking a 35 percent chunk of e-cig leader Juul Labs — in a $12.8 billion move that immediately stirred skepticism among anti-tobacco groups.

“Public health is the loser in a deal that joins America’s most powerful cigarette company, whose success has been driven by Marlboro’s appeal to our youth, and the company responsible for the explosive growth in e-cigarette use among our nation’s children,” said Matthew Myers, president of the Campaign for Tobacco-Free Kids.

The buy amounts to a seemingly defensive play by the iconic cigarette brand as e-cigs gain market share.

“We are taking significant action to prepare for a future where adult smokers overwhelmingly choose non-combustible products over cigarettes,” Altria Chief Executive Howard Willard said in a statement.

Juul and other e-cig companies recently came under fire by the Food and Drug Administration for their role in facilitating the teen e-cig “epidemic.”

Ahead of an expected FDA crackdown last month, Juul halted the sales of flavored pods in retail stores and is enhancing its online age verification capacity.

Altria shares fell 2 percent in Thursday’s trading session, to 50.44, as analysts said the deal would be good for Juul.

Juul will have access to Altria’s “best-in-class infrastructure, logistics, sales and distribution strength,” noted Bonnie Herzog, senior analyst at Wells Fargo.