DeJoria entered the world of hair care as an employee of Redken Laboratories. He was fired from this position, he claims over a disagreement on business strategies. In 1980, he formed John Paul Mitchell Systems with hairdresser Paul Mitchell and a loan for 0. In 1989, Paul Mitchell died and was replaced by his son, Angus as company co-owner. As of 2011, John Paul Mitchell Systems had revenues of 0 million annually. DeJoria is involved in a number of other businesses.
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