Who Is John Paul DeJoria?

John Paul Jones DeJoria (born April 13, 1944) is a highly respected American entrepreneur, investor, and philanthropist. He is best known as the co-founder of two multi-billion-dollar brands:

• John Paul Mitchell Systems (JPMS) – professional haircare
• The Patrón Spirits Company – premium tequila

DeJoria is internationally recognized for his remarkable rags-to-riches story, turning homelessness into a life of global business success. Today, he is celebrated for promoting ethical entrepreneurship, sustainability, and social responsibility.

Early Life and Background

John Paul DeJoria was born in Los Angeles, California, to an Italian mother and Greek-Italian father. His family struggled financially, especially after his parents divorced when he was two. Raised by a single mother, DeJoria began working at age nine, selling greeting cards and newspapers to help support the household.

As a teenager, DeJoria briefly joined a street gang, but a high-school teacher changed his mindset by warning him that he would “never succeed” if he continued down that path. This advice pushed him to redirect his life.

After graduating from John Marshall High School, DeJoria joined the U.S. Navy (1962–1964). After his service, he worked multiple low-paying jobs such as a janitor, gasoline attendant, and encyclopedia salesman. He experienced homelessness twice — once after losing a job, and again after a relationship breakdown — surviving while raising his young son.

Career Beginnings in Beauty and Haircare

In the 1970s, DeJoria entered the hair and beauty industry. He worked at various companies including Redken Laboratories, where he learned valuable sales and marketing skills. Despite performing well, he was eventually fired — a setback that indirectly led him to entrepreneurship.

John Paul Mitchell Systems: Building a Global Haircare Brand

In 1980, DeJoria partnered with stylist Paul Mitchell to launch John Paul Mitchell Systems with just $700 in borrowed capital. Their business model disrupted the industry by:

• Selling products exclusively to salons, not in retail stores
• Teaching hairdressers how to use the products through education-based marketing
• Promoting through demonstrations, not paid advertising

The early months were difficult, but DeJoria went salon to salon convincing professionals to try the products. Word-of-mouth helped the brand grow rapidly.

After Paul Mitchell passed away in 1989, DeJoria continued to expand the company. Today, JPMS is one of the largest privately owned haircare companies in the world, offering more than 150 products across 100+ countries. Popular sub-brands include:

• Paul Mitchell®
• Tea Tree
• MITCH
• Paul Mitchell Pro Tools®
• JP Pet

The Patrón Spirits Company: Redefining Tequila Globally

In 1989, John Paul DeJoria partnered with Martin Crowley to create The Patrón Spirits Company. At the time, tequila was seen as a low-quality drink. DeJoria changed that by positioning Patrón as a luxury lifestyle brand.

What made Patrón revolutionary:

• 100% premium ingredients
• Handmade glass bottles
• High-end branding and celebrity appeal

Patrón became a status symbol and one of the world’s most recognized spirits brands. In 2018, Bacardi Limited acquired Patrón in a deal worth approximately $5.1 billion, solidifying DeJoria as one of America’s top self-made billionaires.

Philanthropy and Social Impact

John Paul DeJoria strongly believes that:

“Success unshared is failure.”

He founded the Peace, Love & Happiness Foundation, which supports:

• Homelessness and poverty relief
• Education and entrepreneurship programs
• Ocean and wildlife conservation
• Veterans and emergency responder support
• Domestic abuse shelters
• Sustainable farming and food access

Organizations Supported by DeJoria

• Sea Shepherd Conservation Society
• Grow Appalachia
• Food4Africa
• Chrysalis
• Mineseeker Foundation
• Best Buddies International

He also joined The Giving Pledge, committing to donate most of his wealth to charitable causes.

Media, Public Image, and Influence

John Paul DeJoria is widely admired for his positive leadership and humanitarian mindset. He has been featured in top media outlets including:

• Forbes
• Fortune
• Bloomberg
• CNBC
• Entrepreneur

He is the subject of the documentary “Good Fortune” (2017), which explores his journey from homelessness to becoming a billionaire philanthropist.

DeJoria also appeared as a guest investor on ABC’s Shark Tank, where he supported mission-driven entrepreneurs.

Personal Life

DeJoria is married to Eloise Broady DeJoria, a philanthropist and former model. He has several children, including Alexis DeJoria, a professional NHRA drag racer. His family remains active in social impact and charitable efforts.

Legacy and Business Philosophy

John Paul DeJoria is considered a pioneer of ethical entrepreneurship. His business and life principles include:

• Respect and kindness come first
• Never quit, even when facing hardship
• Share success with others
• Lead with integrity and compassion
• Build sustainable businesses that improve society

His legacy is defined not just by wealth, but by proving that a business can succeed without compromising values or humanity.