Beauty influencer and social media star AJ Crimson has tragically died at the age of 27.
The entrepreneur and celebrity make up artist had a huge following on Instagram, with many of his 110,000 followers leaving heartbroken messages on his final post following the news of his death.
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, who hailed from Detroit, Michigan, had last posted on Instagram six days ago, sharing a demonstration video for one of his new products.
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".
A cause of death has not yet been officially confirmed.
AJ was well known and respected in the showbiz industry for his make up work on numerous celebrities.
During his career, he worked with a list of huge stars, including Fergie, Hilary Duff and Christina Milian.
He had carved out his career all on his own, with his website AJ Crimson Beauty describing him as "a beauty industry rock star, entrepreneur, a self-taught celebrity makeup artist, and beauty & lifestyle expert."
AJ was beloved by his Instagram followers, who loved watching his tutorial videos and seeing snippets of him celebrating his success with the lavish lifestyle he worked hard to achieve.
He recently shared a video of himself placing bags of designer goodies on a table and dancing around it.
He'd been shopping at Versace, Fendi and Prada.
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."
