KEY POINTS:
Party pill millionaire Logan Millar has died after suffering from depression, his family say.
He was aged 31.
Family spokesman Mark Beaumont said this morning: "Yesterday following a struggle of some months, Logan Millar lost his battle with depression.
"Family and friends are totally devastated with this loss and ask the media to please respect our privacy at this time."
Mr Millar was the director of Advanced Herbal Supplements, which was incorporated in 2000 and produced a range of pills including Charge, Red Hearts and Ice Diamonds.
He was adamant party pills should stay legal. In December he warned that banning the active ingredient, benzylpiperazine (BZP), would only push the industry underground.
Mr Millar was considered the king of the party pill trade by some and had made millions. He employed 16 staff.
Before getting into party pills, he was selling a herbal sex aid, Charge, and caffeine pills.
His fleet of luxury vehicles included a 2004 Lamborghini Gallardo, costing more than $500,000, and a 2003 Jaguar Model S, valued at more than $130,000.
He dated model Nicky Watson in August last year after splitting with his girlfriend of five years, Miss Erotica Michaiah Simmons.
Matt Bowden, chairman of Social Tonics Association of NZ and a close friend, said the death was a shock.
"He was a really giving person, had a lot of friends, really looked after his friends, always fun."
Mr Millar is believed to have lived on the North Shore.
Police said they attended a sudden, non-suspicious death on the Shore yesterday afternoon but said they could not name the person until next of kin were contacted.
