Playboy founder Hugh Hefner has passed away at the age of 91.

A statement says the millionaire died from natural causes at his home, the Playboy mansion in Los Angeles, surrounded by loved ones.

Kim Buckley has this report:

American Icon and Playboy Founder, Hugh M. Hefner passed away today. He was 91. #RIPHef pic.twitter.com/tCLa2iNXa4

— Playboy (@Playboy) September 28, 2017

He's survived by his wife Crystal and his four grown up children.

Since his death overnight, tributes have been flooding in for the Playboy mogul.

 

R.I.P. Hugh Hefner 😥 The American Icon who in 1953 introduced the world 2 Playboy mag and built the company into one of the most recognizable American Global brands in history , I am so grateful I had the opportunity to shoot many Playboy celebrity pictorials with u Hefâ¤ï¸ thank u for picking me and Bringing me into the magical world of Playboy ! I just can't stop crying and I can't imagine how many bunnies are crying for u too. U are a class act and I will always have gratitude for your kindness 🙏🏼love u Hef #hughhefner #playboy #icon @playboy

A post shared by Carmen Electra (@carmenelectra) on Sep 27, 2017 at 9:35pm PDT

RIP to the legendary Hugh Hefner! I’m so honored to have been a part of the Playboy team! You will be greatly missed! Love you Hef! Xoxo

— Kim Kardashian West (@KimKardashian) September 28, 2017

 

Goodbye #Hef Mr Hefner I have so many thoughts, I have no brain n right now to edit I am me because of you You taught me everything important about freedom and respect. Outside of my family You were the most important person in my life. You gave me my life... People tell me all the time That I was your favorite... I'm in such deep shock. But you were old, your back hurt you so much. Last time I saw you You were using a walker. You didn't want me to see. You couldn't hear. You had a piece of paper in your pocket you showed me - with my name Pamela with a heart around it. Now, I'm falling apart. This feeling is so crazy. It's raining in Paris now. I'm by the window. Everything anyone loves about me is because you understood me. Accepted me and encouraged me to be myself. Love like no one else. Live recklessly With unfiltered abandon. You said the magazine was about a girl like me. That I embody the spirit you fantasized about. I was the one. You said. I can hear you say - Be brave. There are no rules. Live your life I'm proud of you. There are no mistakes. And with men - Enjoy ... (Your wonderful laugh) You have the world by the tail You are a good girl And you are so loved - You are not crazy. You are wild and free Stay strong, Stay vulnerable. ... "It's movie time" You loved my boys ... You were always, always there for us. With your love Your crazy wisdom. I will miss your everything. Thank you for making the world a better place. A freeer and sexier place. You were a gentleman charming, elegant, chivalrous And so much fun. Goodbye Hef ... Your Pamela 💋

A post shared by The Pamela Anderson Foundation (@pamelaanderson) on Sep 27, 2017 at 11:35pm PDT

Love you Hef 💋 #Legend #RIPHEF pic.twitter.com/QOEJJ4cxO9

— Paris Hilton (@ParisHilton) September 28, 2017

Hefner spoke about his lifestyle in 2009.