AJ Crimson has sadly died at the age of 27.
The social media star has a huge army of followers on Instagram and many of the 110,000-strong group of fans have flooded his comments page with their heartbreaking reactions.
The beauty entrepreneur hasn't been active on the site for six days, reports the Mirror.
US convention The Makeup Show posted: "A bright light has gone out. We just spoke today about his keynote for @themakeupshow NYC. AJ Crimson you made this makeup family, industry and world a better place with your talent and authenticity. It will never be the same."
AJ hailed from Detroit, Michigan.
His last post saw him share a demonstration video for one of his new products.
A cause of death has not yet been officially confirmed.
AJ was well known and respected in the celebrity world for his make up work on various stars including Fergie, Hilary Duff and Christina Milian.
X Factor winner Alexandra Burke was among those to share their devastation, commenting beneath the video: "Heartbroken".
Hair technician Tym Wallace added: "I just can’t believe this man…. Love you AJ!!!"
Photographer and fellow celeb make up artist D’Andre Michael penned: "You did well and had soo sooo much more to accomplish. We’re gonna miss you dearly and honor and keep your legacy alive… spread your wings angel."
"I'm speechless," another follower wrote.
While one penned: "Rest In Peace my prayers with your family".
His website AJ Crimson Beauty describes him as "a beauty industry rock star, entrepreneur, a self-taught celebrity makeup artist, and beauty & lifestyle expert."
He recently shared a video of himself placing bags of designer goodies from Versace, Fendi and Prada on a table and dancing round it.
AJ captioned the clip: "A lil Detail Therapy… (it’s in the details)
"I rarely do anything dope for myself. I’m usually pretty conservative and always reinvesting my resources into my brands and businesses.
"However, its become increasingly important that I celebrate me. Today the Miami sun was shining, my energy was vibrant and I so decided to do something awesome for me.
"I’ve earned it. Treat yourself, no sense in working so hard and not enjoying yourself in the process."
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