Roy J. Karrell; Founded Visage Beaute Cosmetics Company

Roy J. Karrell, founder of Los Angeles-based Visage Beaute, which made custom-blended cosmetics, has died at age 44.

Karrell, who lived in Malibu, died Monday of AIDS.

The Boston native began his career in makeup as a stock boy behind Bloomingdale’s Elizabeth Arden counter in New York. He moved into management during stints with Chanel and Lancome, and rose to vice president of Halston Orlane.

Karrell launched his company in 1985, working out of his garage with money borrowed from friends and relatives. He began selling his customized color line of cosmetics through beauty salons and then through such department store chains as Nordstrom. Quick success with his eye shadows, face powders, blushers and lipsticks paid for factory and office space on Civic Center Drive in Beverly Hills.

Karrell won over customers with a special service matching favorite shades of lipsticks and eye shadows discontinued by other manufacturers.

His company was bought by Revlon Inc. in 1988. Karrell stayed on as CEO and president for the next three years.

Survivors include two sisters, Nadia Zogbi of Cleveland, Ohio, and Matia Karrell of Malibu, and a niece and two nephews.