Proponents of facial hair were dealt a blow in the name of environmentalism on Wednesday.
Actor Jason Momoa, whom you might know as , and the owner of a prodigious beard, shaved it off to raise awareness for aluminum recycling.
Momoa posted a video on YouTube showing himself taking an electric razor to his facial hair, interspersed with him walking through and handling trash.
"Plastics are killing our planet," Momoa says in the video. He suggests recycling aluminum as an alternative and said 75 percent of the aluminum that's ever been used is still around. In particular, he talked about replacing plastic water bottles with aluminum.
The video came a few days before. About a week after posting, it had racked up more than 7 million views on YouTube.
Meanwhile, Game of Thrones is in its final season on HBO.
Originally published April 18, 9:40 a.m. PT.
Update, April 25: Adds information about YouTube views and GoT's final season.