A bearded man with a cool ponytail and an easy smile, 79-year-old John Paul DeJoria is the stuff of the American Dream. His journey from rags to riches epitomizes resilience and determination. Rising from the depths of poverty, he has crafted a remarkable business empire and exemplified the role of a conscientious philanthropist.
This article will delve into the pivotal moments and decisions that shaped DeJoria’s extraordinary life, painting a vivid picture of how he transformed adversities into stepping stones for success. From his early struggles to the creation of iconic brands like Paul Mitchell and Patrón Spirits, we will uncover the layers of DeJoria’s life, revealing the man behind the billionaire status.
His story is not just about wealth accumulation; it’s a testament to the power of perseverance, vision, and a deep-rooted commitment to giving back to society. Join us as we explore the life of John Paul DeJoria, a true embodiment of the American Dream, whose life narrative is a beacon of inspiration for aspiring entrepreneurs and dreamers worldwide.
What’s John Paul DeJoria’s claim to fame?
Self-made billionaire ($2.81 billion as of 2023) John Paul DeJoria is the co-founder of John Paul Mitchell Systems (JPMS) and Patrón Spirits. JPMS is a world-leading privately-held professional hair care system; its styling products and dyes are sold in over 100 countries. Patrón Spirits is under the Bacardi umbrella and has an estimated annual revenue of $250 million.
DeJoria’s other ventures include DeJoia Diamonds, an online diamond jewelry company selling conflict-free diamonds, and John Paul Pet Products, a paraben-free, cruelty-free pet care products line. He has business interests in Smokey Mountain, Solar Utility, Three Star Energy, and Madagascar Oil Ltd, to name some. DeJoria is also a founding partner of the nightclub and restaurant chain House of Blues.
A hard life
DeJoria was raised by a single mother of two and later moved to a foster home until he was nine. At this tender age, he began selling newspapers and Christmas cards along with his brother to provide for his family in some way.
In high school, DeJoria joined a street gang but changed course after his teacher admonished him, saying his life wouldn’t count for much if he didn’t mend his ways. After high school, he joined the US Navy and, after a brief stint later, decided to go to university. But as he lacked funds, he decided to make money, working in a series of jobs as a janitor, encyclopedia salesman, and a gas station attendant.
DeJoria had married in his 20s and had a son. As luck would have it, his wife left him and their two-year-old son, taking all the money they had and the only car they owned with her. With no money to pay rent, DeJoria was evicted and forced to live on the streets with his child.
Career ups and downs
DeJoria joined RedKen Laboratories as a sales representative. Soon, he was managing two of the company’s divisions. A disagreement over strategy led to his firing, and he moved into Fermodyl Hair Care, where he was in charge of sales training. He played a part in growing sales by 50% but was fired as the company felt he didn’t fit in.
DeJoria’s next stint was with the Institute of Trichology, where his sales performance was so good that his company could no longer afford to pay his monthly salary and commissions. He was let go.
Launch of JPMS
The 36-year-old then joined his struggling hairdresser friend Paul Mitchell in starting a business together. They obtained a loan of $700, and John Paul Mitchell Systems was born. The business developed products for professional hair stylists that would cut down on the time spent styling clients’ hair. They started out with a single-application shampoo and a leave-in conditioner. After a tough two years, the company raked in $1 million in the third year, and JPMS began flooding into salons everywhere.
Between making no money and making millions, DeJoria and Mitchell gave their all towards marketing their products. They went from salon to salon, demonstrating their products to stylists. DeJoria had sharpened his sales ax at his previous jobs while Mitchell was the hairdressing expert. Their products were cruelty-free during a time when it wasn’t as hot a topic as it is today. The two also offered a money-back guarantee on their products. They were certainly ahead of their time.
Co-founding Patrón Spirits
In 1989, John Paul DeJoria, alongside Martin Crowley, founded Patrón Spirits, marking a significant pivot in his entrepreneurial career. This venture came to fruition after the loss of DeJoria’s business partner, Paul, inspiring a fresh start. The duo set their sights on distinguishing their brand within the crowded tequila market. Their strategy hinged on embracing traditional methods of tequila production, choosing one of Mexico’s oldest distilleries to craft the original Patrón tequila. This approach wasn’t just about preserving tradition; it was a testament to their commitment to quality and authenticity in every bottle.
Patrón Spirits quickly became synonymous with sustainability and innovation in the liquor industry. Under DeJoria’s guidance, the brand pioneered eco-friendly practices, turning to recycled bottles and repurposed wastewater to fertilize the soil. These measures weren’t merely practical; they reflected Patrón’s deep respect for the environment and its resources. By integrating these sustainable practices, Patrón set a new industry benchmark, demonstrating that business success and environmental stewardship can go hand in hand. This ethos not only cemented Patrón’s legacy as a trailblazer but also inspired a wave of eco-conscious initiatives within the wider spirits market.
Active in the film industry
John Paul DeJoria’s interests span into the film industry, where he has taken on roles in acting and producing. His foray into cinema includes cameo appearances as himself in notable works such as “You Don’t Mess with the Zohan,” “The Big Tease,” and Showtime’s series “Weeds” in its second season. These roles highlight DeJoria’s versatility and his seamless integration into various film genres, adding authenticity and a unique flair to each project.
In addition to his on-screen appearances, DeJoria’s involvement behind the scenes as a producer reflects his commitment to the creative arts and storytelling. His contributions to the film industry showcase not just his entrepreneurial spirit but also his passion for supporting creative projects and narratives that align with his values. Through both acting and producing, DeJoria brings a dynamic presence to the entertainment world, underscoring his multifaceted career and interest in impacting cultural narratives beyond the business sector.
DeJoria’s rules for success
In his news and conference appearances, DeJoria has spoken about the rules he followed to get to where he is today:
- Always be prepared to have your ideas turned down
- Make your product or service the best it can be
- Ethics matter, so do good
Don’t get dejected by rejection
Most success stories of entrepreneurs share a common thread – they all faced rejection on their way up. But they persisted, and the rest, as they say, is history. DeJoria’s story is another example of being told no several times and things not working out at all…until they do. As a 20-something working as a door-to-door salesman selling encyclopedias, DeJoria experienced rejection firsthand. But it didn’t take the edge off his motivation. Referring to said experience, he has stated that one must be able to knock on as many doors as possible without losing enthusiasm, no matter how many are slammed in their face.
He points out that rejection is a common theme throughout anyone’s career, so he might as well take it on the chin and continue on. There will be those who don’t like your product, company, or you, he has said, adding that it’s important to be aware of the bitter reality from day one of launching your business. He believes that acceptance will prepare you for what lies ahead and soften the blow of rejection. Basically, if you go in knowing you’re likely to get a ‘no’, it will be less hard on you and help build your resilience.
Staying resilient isn’t easy. How do you keep the flame burning? DeJoria says if you believe you’re doing something right, you shouldn’t give up. When all the rejection led to his company losing money for two years in a row, he was miserable; he couldn’t pay his bills and suffered many sleepless nights. He could have declared bankruptcy but carried on. Then, after two years, the company was paying all their bills on time. The tide had turned.
Make your product great
Some products are good, and some are great. According to DeJoria, world-class products give you a better shot at success. According to him, a terrific product is less about getting the design right and more about organizing things to give customers the product they want. This implies that businesses must work around customers’ expectations and desires for a product to turn it into something great.
Do good
Corporate values aren’t window dressing; they define how decisions are made to achieve objectives and the behavioral norms that guide employees. Businesses that don’t walk the talk are likely to invite criticism from customers sooner or later. DeJoria made ethical practices a priority right from the beginning. He says that in order to remain in business, you shouldn’t think beyond your bottom line and make a commitment to help others. This, he believes, inspires customer and employee loyalty. Employee motivation statistics support DeJoria’s view – according to an Edelman report (source: The Belief-Driven Employee | Edelman), 59% of employees would leave their current employer for a company that offers a better value fit.
One way JPMS practiced its ‘do good’ motto was by assuring its hairstylists that they’d never be deserted, as they had built the company. Since the company started in 1980, less than 100 workers have quit, and of those, two have retired.
DeJoria is himself a recognized philanthropist and environmentalist. He is a patron of the Mineseeker Foundation, a non-profit dedicated to solving the problem of land mines worldwide. He is the founder of Grow Appalachia, a non-profit initiative that aims to address food insecurity in central Appalachia by helping Appalachian families grow as much of their food as possible. Many know DeJoria as an enthusiastic mentor who donates his time, money, and expertise to help others. You may have caught him as a guest judge on Season 5 of Shark Tank.
Money wisdom from DeJoria
Drawing from his own struggles with homelessness, DeJoria advises everyone to pay off their house first so they have a place to live, even if everything goes downhill. He cautions people against raising their standard of living by much and investing the extra money they have. He also advocates that business owners invest in their business before investing in someone else’s.
What’s DeJoria up to these days?
DeJoria was recently in the news for donating $1 million to artificially create new coral reefs. He has also pledged £20,000 to the Unicorn Preservation Society in a bid to restore HMS Unicorn, one of the most historic ships in the world. It’s safe to say that the billionaire is staying active in his philanthropic activities and living by his values.