Early Life
John Paul Jones DeJoria was born in Los Angeles, California, to an Italian immigrant father and a Greek immigrant mother. His parents divorced when he was young, and he experienced financial hardship during his childhood, including time in foster care. At nine, he started selling Christmas cards and newspapers to help support his family. He graduated from John Marshall High School in Los Angeles and served in the U.S. Navy.
Rise to Success
After various jobs, DeJoria entered the hair care industry as an employee of Redken Laboratories but was later fired. In 1980, he co-founded John Paul Mitchell Systems with Paul Mitchell, starting with a $700 loan. The company became a major player in the professional hair care industry, known for its quality products and commitment to the salon professional. DeJoria co-founded Patrón Spirits Company in 1989, which produced ultra-premium tequila. Patrón grew to become a leading brand in the luxury tequila market, later sold to Bacardi in 2018 for $5.1 billion.
Key Business Strategies
DeJoria's success is attributed to his focus on quality products, ethical business practices, and a strong emphasis on building relationships. He prioritized creating a strong brand image for both John Paul Mitchell Systems and Patrón, which involved innovative marketing and distribution strategies. He was known for his hands-on approach, his belief in the importance of repeat business, and giving back to the community. He stresses the importance of "paying attention to the vital few and ignoring the trivial many".
Philanthropy
DeJoria is recognized for his extensive philanthropic work. He founded JP's Peace, Love & Happiness Foundation in 2011, which supports various charitable causes. He also signed the Giving Pledge, committing to donate a significant portion of his wealth to philanthropic causes. He supports many charities, including Food4Africa, and Grow Appalachia. In 2022, he pledged around $24,000 to save the HMS Unicorn.