Early Life
John Paul Jones DeJoria was born on April 13, 1944, in Los Angeles, California. His parents divorced when he was two years old. Growing up, he faced financial hardship, and at nine, he began selling Christmas cards and newspapers to help support his family. He and his brother spent time in foster care due to his mother's inability to support them financially.
Rise to Success
DeJoria joined the U.S. Navy and later held various jobs, including janitor and door-to-door encyclopedia salesman. He entered the hair care industry as an employee of Redken Laboratories. In 1980, he co-founded John Paul Mitchell Systems with hairstylist Paul Mitchell, starting with a $700 loan. The company became a leading brand in the professional haircare industry. In 1989, DeJoria co-founded Patrón Spirits Company. He sold his stake in Patrón to Bacardi in 2018. He later co-founded ROKiT Group in 2018.
Key Business Strategies
DeJoria's success stems from his ability to recognize opportunities and take calculated risks. For John Paul Mitchell Systems, they focused on quality products and building relationships with professional stylists. His commitment to eco-friendly practices and cruelty-free testing made John Paul Mitchell Systems a pioneer in sustainable beauty. For Patrón, he positioned it as a high-end, luxury product, changing the perception of tequila.
Philanthropy
Throughout his career, DeJoria has been a dedicated philanthropist, establishing JP's Peace, Love & Happiness Foundation. He supports causes like sustainability, social responsibility, and animal welfare. He has also supported Food4Africa and Grow Appalachia. DeJoria signed The Giving Pledge, promising to give away most of his wealth to charity.