The Burger King’s royal mascot is getting a haircut today, and it’s a little shocking.

In a video released by the restaurant, the King can be seen in a barber’s chair with hair falling around him and people watching. Then he pops up to reveal a baby-faced monarch – with a cleft chin. The other barber shop patrons seem to dig the smooth plastic look and give him some approving nods.

The decision to change-up the King’s iconic facial hair is part of the fast food chain’s partnership with The Movember Foundation, a global charity focused on men’s health.

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In a press release, Burger King said they are “helping change the face of men’s health by changing ours.”

Movember, an annual event, is dedicated to raising “awareness of men’s health issues including prostate cancer, testicular cancer, and mental health and suicide prevention,” the press release continues.

And the way they raise awareness? By growing mustaches, which is the next step in the King’s transformation.

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Burger King

The King’s face is going bald temporarily.

 (Burger King)

For the month of November, the King will be growing out a “kingstache,” which he “encourages others out there to participate in” and “raise awareness for men’s health by growing their own epic stache and sharing on social media with the hashtag #kingstche.”

For those a little unsure of how to grow their own kingstache, the King gives some helpful suggestions at the end of the video. Maybe try out the “Onion Rings” to really impress some people.