His bearded good-looks have earned TV mega hunk Jason Momoa a legion of fans – not to mention roles in Game of Thrones and the DC Comics franchise.
But the 39-year-old GoT star has shocked fans by shaving off his iconic beard.
All in the name of charity, the actor shared a video of himself shaving in the middle of a plastic-filled desert to promote recycling.
Shared on his YouTube and social media pages the footage sees Jason taking out a razor in the middle of nowhere, before telling his friend that the 'last time I shaved was in 2012'.
That’s seven years ago!
Quickly shearing his luscious locks, Jason explains to his fans the reason behind his makeover is to 'make a positive change for the health of our planet'.
'Most importantly, I just wanna do this to bring awareness. Plastics are killing our planet,' he said before promoting an aluminium can drink range.
However, fans were more concerned by the loss of his beard.
'OMG Jason Momoa. I am not good with change, certainly not good when a beard gets shaved off,’ tweeted one.
'Jason just really shocked me to my very core.... HE HAS SHAVED HIS BEARD!!!!! it's not a drill #distraught,’ said another.