John Paul DeJoria was once homeless and recycled soda bottles for money; then he turned $700 into a billion-dollar empire

Haircare legend John Paul DeJoria has a classic rags-to riches life that defines the so-called American dream. The co-founder of John Paul Mitchell Systems and Patrón Spirits, went from growing up in poverty and briefly living in his car to building a business empire worth billions. Today, DeJoria has an estimated net worth of about $3.1 billion, but his journey to wealth was shaped by rejection, financial hardship, persistence and a strong belief in giving back.

Born John Paul Jones DeJoria in Los Angeles, DeJoria experienced financial difficulties from an early age. His parents divorced when he was two, and by the age of nine, he was selling Christmas cards and newspapers to help support his mother.

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After graduating from John Marshall High School, DeJoria joined the US Navy for two years instead of attending college because his family could not afford it.

His financial struggles continued after his military service. Following the breakdown of his first marriage, DeJoria and his young son were left without enough money and were eventually evicted from their home. For a period, the two lived out of his car. DeJoria recycled soda bottles to make money while taking whatever work he could find.

He worked as an encyclopedia salesman, tow-truck driver and janitor before entering the hair-care industry as a sales representative in 1971. He was later fired after disagreeing with his employer over business strategy.

But the setback did not stop him.

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In 1980, DeJoria partnered with hairdresser Paul Mitchell to launch John Paul Mitchell Systems. The two reportedly started the company with just $700. What began as a small venture eventually grew into a major professional hair-care business generating about $1 billion in annual revenue.

DeJoria later expanded into the spirits industry with Patrón Spirits, helping turn Patrón tequila into a major premium tequila brand.

But DeJoria says his definition of success goes beyond money.

“I have been so down and out in my life. It makes me feel really good to be financially blessed and give back. I get great joy and a great high out of it. It's my way of paying rent on this planet to share with others less fortunate,” he once said.

His approach to philanthropy can be traced back to something his mother told him when he was six years old: “You may be poor, but there are so many people less fortunate than you, and every little bit helps.”

In 2011, DeJoria signed the Giving Pledge, committing to donate at least half of his wealth to charitable causes. He also established the JP's Peace Love & Happiness Foundation, which supports causes including poverty alleviation, environmental protection and animal welfare.

Over the years, his foundation has supported numerous charitable organizations and initiatives, including programs aimed at helping low-income families, protecting marine life and providing housing and support to homeless people.

John Paul DeJoria's three rules for success

DeJoria's business philosophy is built around three principles.

In an interview with Forbes in 2011, he said the first principle is to expect rejection.

“You will knock on doors, and many will close on you. There will be people who don't like your product, your company — or you.”

For him, persistence matters more than an early setback. “To be successful, you must remain as confident and enthusiastic on door No. 59 as you were on door No. 1.”

His second rule is to focus on creating something people want to buy again. “Always remember you don't want to be in the product business. You want to be in the reorder business.” The idea is simple: build a product good enough to bring customers back.

His third rule is to understand that businesses cannot focus only on short-term profits. “If a business wants to stay in business, it cannot just think of today's bottom line.”

DeJoria believes helping employees, customers and communities can ultimately strengthen a company. He also advises people not to become trapped by past failures.

“When you’re down, most people think about the past and what got them there. That’s not going to get you anywhere. Think about what your next step is. Don’t dwell in the past—go forward.”

DeJoria also says that the ultimate measure of wealth is what is done with it.“Success unshared is failure.”