“Goodby Khal Drogo! Goodbye Arthur Curry!” the sinfully sexy Jason Mamoa says to the camera, as he begins shaving his beard.

WHAAAAAT?

Yep. Apparently: It was time to go. Out with the old whisker biscuit, in with the new baby-faced action star.

“I’m shaving this beast off, it’s time to make a change,” he wrote in the caption to the video. “A change for the better…for my kids, for your kids, the world.”It was all done to draw attention to a new line of canned water that he is helping launch with the Ball Corporation and he is encouraging people to “make a switch to INFINITELY RECYCLABLE aluminum.”

“I just want to do this to help bring awareness that plastics are killing this planet. And I think I have a solution. I don’t want to bitch about it. There’s only one thing that can help our planet, save our planet. As long as we recycle. Seventy-five percent of all the aluminum that’s on the planet is still in circulation today. And it’s 100% recyclable. So… you drink a can, and in about 60 days, it’ll be back. Infinitely recyclable. I hate going to the airport, having an aluminum water bottle that’s this big, when it can be aluminum. So over the last two months, I’ve really kicked it into gear, I wanted to make a change

And thus he introduced his new passion project: An aluminum can of water. I think. I don’t know, I wasn’t really paying attention. I was moaning and groaning and rocking back and forth.

Yes, we’ll all miss it, but I suppose it’s only hair, and It can always grow back. Still….

Watch the heartbreaking video below.

(Photo: Avalon)