The Apprentice star poked fun at X Factor judge Simon's brand new facial hair, which he debuted at the X Factor press launch last night.
Lord Sugar tweeted: "It's been said Simon Cowell likes to imitate me and uses a lot of my sayings on X Factor. But growing a beard is taking it a bit too far."
Music mogul Simon's beard has certainly got everyone talking: even his show judges and presenters!
At the launch, host Caroline Flack joked that she fancied the bearded Simon, while judge Nick Grimshaw quipped: "I had to take my coat off because I got all hot when I saw him!"
Simon, meanwhile, has said: "I'm getting back to my roots with the beard. I couldn't be bothered to shave for a week. It's a bit like Jeremy Corbyn."
X Factor airs Saturday and Sunday at 8pm on ITV.