It all started with a rumour. No one believed it but we all wanted to. Ed Miliband, the former Labour leader, who's currently on holiday in Australia, had been spotted with a BEARD.
And then the picture dropped. Ed Miliband in Brisbane airport with an actual beard.
And so far, we're all agreed. Ed Miliband has become 100% more attractive.
People still struggled to believe it.
Look, this is pre-beard Miliband.
And this is post-beard Miliband.
And people absolutely love it.
A lot of people think he should have had one during the election.
Although a lot of people are suggesting his beard is a sign that he's backing Jeremy Corbyn.
It wasn't long before people started to have fun with the picture. One person made this terrifying photoshopped image.
We're SO SORRY about this one.
Others were a bit more tame.
And one person questioned whether there was a comparison to be drawn to this moment in The Simpsons.
Never forget the day: 20 August 2015. The day we discovered the Milibeard.
It's only a matter of time until the only man in the leadership contest without a beard follows suit.