DeJoria was born in Los Angeles, a first-generation American. He started out his business life selling Christmas cards and newspapers before he even turned 10. He also spent time in a gang. The path ahead looked like a disastrous one for DeJoria.
But, instead, he later created John Paul Mitchell Systems using a $700 loan. He lived out of his car and sold shampoo door to door. Later, he would diversify into diamonds, mobile phones and alcohol. But first it took him a long time to escape living out of his car.