John Paul DeJoria
The billionaire who built John Paul Mitchell Systems and Patrón tequila from almost nothing.
- Industry
- Hair products, tequila
- Country
- United States
- Format
- Video interview
- Interviewer
- Richard C. Wilson
- Source
- Forbes profile, Oct 20, 2026
Watch the Interview
About John Paul DeJoria
John Paul DeJoria is a billionaire who built John Paul Mitchell Systems and Patrón tequila. He was homeless twice. He started John Paul Mitchell Systems with a partner using $700. Each of them put in $350. He slept in his car while he sold shampoo door to door. He says the company is the world's largest privately owned salon haircare company. It is in about 130 countries. He later brought out Patrón, the first ultra premium tequila. Bacardi bought Patrón in a deal that valued it at $5.1 billion. He went on to build Bandero Tequila and Weber Ranch, a vodka made from blue Weber agave. He is chairman of the board at Paul Mitchell. He wrote the book Success Unshared Is Failure. He supports programs for the homeless, for families in Appalachia and for orphans in Africa.
What They Shared in the Interview
In Their Words
“If enough people can just try it, I will get reorders, because I made the product so good.”
“So anytime one runs across a disappointment, what they consider maybe a failure, it’s a learning experience.”
“Money is great, but if someone’s just going in for money period, they won’t be anywhere near successful as well if they didn’t go in with passion behind, like, “This is really, really cool.” Then they not only put money into it.”
“But the biggest secret is how you’re kind along the way no matter what happens and how you realize success unshared is failure.”
“Success is, number one, how far have you come in life from where you started?”
FAQs
How did John Paul DeJoria start John Paul Mitchell Systems?
He and his partner each put in $350. He borrowed his share from his mother. He had no money for advertising, so he counted on a product good enough to bring reorders.
What made Patrón different?
It was the first ultra premium tequila. It cost far more than other tequilas, so few people bought it at first. After a few years it really took off.
What does "success unshared is failure" mean to him?
He believes success should be shared and that giving should come from the heart. He helps homeless people in Austin and LA find housing and work. He also funds Grow Appalachia with Berea College and helps feed orphans in Africa.
