The Trump administration is expected to announce next week a decision to take off the market all e-cigarettes except those that taste like tobacco and menthol, according to a White House official, revising its previous plan after pushback from conservative groups who argued it could hurt the president’s standing with voters next year.

Aimed at curbing a rise in teenage vaping, the plan has been changed to allow a carve-out for menthol vaping products, according to the official. But it would still be a crippling hit to a market estimated to reach $9 billion in sales this year.

E-cigarette market leader Juul Labs Inc. sells nicotine-liquid refill pods that come in separate mint and menthol flavors as well as tobacco. Under the current plan, mint—Juul’s most popular flavor, representing about 70% of its U.S. sales—would be taken off the market. Blamed for a surge in teen vaping, the startup plans to lay off between 400 and 600 staff by the end of the year as part of a broader reorganization aimed at repairing its damaged relationship with regulators.

Juul didn’t lobby against the ban and “will support and comply with the final policy,” a spokesman said.

Citing the administration’s planned ban on e-cigarette flavors, tobacco giant Altria Group Inc. Thursday wrote down its investment in Juul by $4.5 billion. The Marlboro maker paid $12.8 billion last year for a 35% stake in the startup.