The businessman passed away peacefully at his home.

The founder of adult magazine Playboy, Hugh Hefner, has died at the age of 91. The news was announced in a statement from Playboy Enterprises Inc that revealed he died from natural causes.

“Hugh M Hefner, the American icon who in 1953 introduced the world to Playboy magazine and built the company into one of the most recognisable American global brands in history, peacefully passed away today from natural causes at his home, The Playboy Mansion, surrounded by loved ones.”

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

— Playboy (@Playboy) September 28, 2017

The first issue of Playboy was published from Hefner’s kitchen in 1953 and sold more than 50,000 copies. It quickly grew to become the largest-selling men’s magazine in the world, selling almost seven million copies per month at one time. Hefner was married three times. In 1949, he married his first wife Mildred Williams and the pair went on to have two children together. The couple divorced in 1958. In 1989, Hefner married 27-year-old Kimberley Conrad, then Playmate of the Year. The couple also had two children together but divorced in 1998. In 2011, Hefner married his third wife, 24-year-old Crystal Harris, a former Playmate. She called off the wedding just days before, however, later changed her mind and the pair wed in 2012. Hefner’s youngest son and chief creative officer of Playboy Enterprises, Cooper, said in a statement:

“My father lived an exceptional and impactful life as a media and cultural pioneer and a leading voice behind some of the most significant social and cultural movements of our time in advocating free speech, civil rights and sexual freedom. "He defined a lifestyle and ethos that lie at the heart of the Playboy brand, one of the most recognisable and enduring in history. "He will be greatly missed by many, including his wife Crystal, my sister Christie and my brothers David and Marston and all of us at Playboy Enterprises."

Many celebrities have shared their messages of condolences, including Kim Kardashian, Paris Hilton and Rob Lowe.

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

Hugh Hefner’s definition of obscenity: “Racism, war, bigotry, but sex itself, no. What a sad cold world this would be if we weren’t sexual beings...I mean, that’s the heart of who we are.”

— bob saget (@bobsaget) September 28, 2017

So sad to hear the news about @HughHefner. ? #RIPHef pic.twitter.com/IQiEYhMfvf

— Paris Hilton (@ParisHilton) September 28, 2017

RIP #Hef Thank you for being a revolutionary and changing so many people's lives, especially mine. I hope I made you proud. ?#PMOY 94 ❤️ pic.twitter.com/sF9ARYgEpw

— Jenny McCarthy (@JennyMcCarthy) September 28, 2017

Hugh Hefner was a GIANT in publishing, journalism, free speech & civil rights. He was a true original, and he was my friend. Rest well Hef. pic.twitter.com/bJ1wxoK4gR

— Larry King (@kingsthings) September 28, 2017

I had a number of great conversations and with Hugh Hefner. Was such an interesting man. True legend. What an end of an era!

— Rob Lowe (@RobLowe) September 28, 2017

I met Hugh Hefner at the Playboy mansion. He was very nice to my mom. Don't ask. #RIPHef

— Kat Dennings (@OfficialKat) September 28, 2017

One of the nicest men I've ever known. Godspeed, Hugh Hefner. pic.twitter.com/457cchqskO

— Nancy Sinatra (@NancySinatra) September 28, 2017