The disheveled, hairy man who is the face of a Turkish company’s hair-removal product ad campaign is none other than self-proclaimed terror mastermind Khalid Sheikh Mohammed.

The slogan for the recent online ad reads: “Waiting won’t get rid of that hair!” according to Turkey’s English language newspaper, Hurriyet Daily.

“We featured him for his hair, not terrorism,” Mehmet Can Yıldız, a representative for the Epila cosmetics company, told Hürriyet.“We didn’t know that he was a terrorist. This image is in popular use in Turkish memes on the Internet. The guy is quite hairy, so we thought his body was a good fit for our ad.”

The company found the images on the Turkish equivalent of 4chan, the anonymous image-based message board implicated in the naked celebrity photo hack.

The photo of the al-Qaeda leader first graced the Internet after he was captured in Pakistan in 2003. The portrait shows him with a serious case of bedhead wearing a stretched-out white T-shirt that reveals a carpet of black fur across his shoulders, back and chest.

KSM, as he is sometimes called, is currently being held at the U.S. military’s prison at Guantanamo Bay, Cuba, and could be not be reached for comment. However, it’s safe to assume the “self-cast star” of the Sept. 11, 2001, attacks, as he was described in the 9/11 Commission report, wouldn’t approve of the ad.

Mohammed has revealed himself to be rather vain. He once complained a courtroom sketch of his face made his nose look big. He also has a rep to protect as the man behind one of history’s most evil acts. “I am the mastermind of 9/11, not Osama bin Laden,” he once proclaimed in court.