WATCH: Oooh, suits you Sir - Daithi O'Sé sports shocking pink beard
The housewives favourite, and Rose of Tralee frontman, has dyed his beard pink to raise funds for breast cancer charity the Marie Keating Foundation.
October is Breast Cancer Awareness Month and the Irish Cancer Society have launched their 'Paint it Pink' campaign, urging people all across the country to engage in fundraising.
Always up for a laugh, the Kerryman has vowed to go even 'pinker' if people donate in their droves.
This afternoon, RTE's Today Show joined forces with the Marie Keating Foundation to host a breast cancer 'survivor party'.
Daithi and co-host Maura Derrane spoke to women who have recovered from the illness and invited them to share their inspirational tales of courage and survival.
Celebrity chef Domini Kemp discussed her own battle with breast cancer and offered viewers useful dietary tips for those who are battling or have overcome breast cancer.
The Irish Cancer Society say that need the public's assistance to raise vital life-saving funds to finance breast cancer research and related support services.
Yesterday the charity revealed the shocking statistic that women in deprived areas are 33pc more likely to die from the illness.