Watch TOWIE's Ricky Rayment shave his beloved beard off for charity - you won't believe what he looks like afterwards

Face fuzz – love it or loathe it? Well, here at Now we’ve started to feel a little bit queasy seeing some of our favourite celebrities covering their faces with beards and becoming awash with whiskers.

And we knew something had to be done to put a stop to the growth.

So, today, Now launches our Ban The Beard campaign.

We’ve teamed up with the owner of Britain’s most famous beard – TOWIE‘s Ricky Rayment – who agreed to shave off his pride and joy to raise money for two amazing charities close to our hearts, Cure Parkinsons Trust and Pancreatic Cancer Action.

Over the past six months, we’ve watched in awe (and horror) as Ricky‘s Robinson Crusoe beard has grown longer, and longer and even longer. Frankly, we forgot what he even looked like underneath that layer of coarse, black fuzz, as his big beard took over his gorgeous face.

‘He needs to shave that off!’ we demanded. And so he did, exclusively for our new campaign. 

‘I’m really scared,’ Ricky told us. ‘I love my beard, it’s taken me so long to grow it – I haven’t seen my face for six months – I don’t even know what’s underneath it!’

Want to see what he DOES look like underneath? See Ricky have his beard shaved off here.

Despite being close to tears as he loses his beloved beard, Ricky, who has launched our campaign in memory of his granddad who died of Parkinson’s, is hoping to raise as much money as possible.

‘It’s all for a great cause and I hope we’re all going to raise loads of money,’ says Ricky. ‘My granddad had Parkinson’s and died 10 years ago and my other granddad actually survived pancreatic cancer and got through it – I want to raise loads of money and awareness. Please go and donate everyone!’

And you can join in too! Support our Ban The Beard campaign with Ricky by shaving YOUR man and donating – or just donate. Any amount, however big or small, will make a difference.

Tweet us your ‘before and after’ pictures of your beardy and shaved man to @Nowmag #NowBanTheBeard and remember – you can donate at www.justgiving.com/teams/NowBanTheBeard

Amy Brookbanks