On Thursday morning, Khal Drogo ‘died’ and women around the world mourned the demise of Jason Momoa’s beard

The actor took to Instagram and YouTube to share a video of himself with his baby-soft skin, as part of his efforts to raise awareness for using recyclable aluminium cans for water instead of plastic bottles.

“I’m SHAVING this beast off, it’s time to make a change. A change for the better… for my kids, your kids, the world. Let’s make a positive change for the health of our planet. Let’s clean up our oceans, our land. Join me on this journey. Let’s make the switch to infinitely recyclable aluminium,” said Momoa in the video caption.

He can be seen shaving off his beard – which he’s sported since 2012 – and bidding farewell to Khal Drogo, his character from Game of Thrones.

“There’s only one thing that can really help our planet and save our planet, as long as we recycle… that’s aluminium,” says Momoa.

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His fans were not impressed: