(2016) Documentary (Paladin) John Paul DeJoria, Dan Aykroyd, Danny Trejo, Arianna Huffington, Cheech Marin, Robert Kennedy, Ron White, John Capra, Michelle Phillips, Pierce Brosnan, Robert Plant, Roger Daltrey, Lou Jacobellis, Michaeline DeJoria, Goose, Pam Peplow, Angus Mitchell, Paul Watson, Alexis DeJoria, Julia Povost, Joyce Campbell, Mara Goudrine, Ilana Edelstein. Directed by Joshua Tickell and Rebecca Harrell Tickell
“Success that is not shared is failure” according to billionaire John Paul DeJoria. It’s an attitude that is refreshing in an era where the top 1% of our wealthiest citizens are viewed with distrust if not outright hostility and for good reason. Our wealthy have acted in a manner befitting the “Let them eat cake” crowd in an orgy of conspicuous consumption and overall lack of care for the planet and the people on it. The arrogance and utter blind disregard that they have shown to everyone and everything else that doesn’t immediately affect their bank accounts positively is absolutely deplorable.
DeJoria is different. He came from a background that these days isn’t uncommon, but back in the 40s and 50s was certainly not the norm. His father left when John Paul, or JP as most of his friends call him, was two years old. Raised by a single mom – an immigrant from Greece – in East Los Angeles, he and his brother were poor but never really knew that they were. His mother instilled in them a respect for others and a desire to help those who were worse off than themselves, making JP and his brother put a dime in the Salvation Army bucket at Christmas even though they were living hand to mouth but even then she felt the urge to do good. DeJoria justifiably has been close to his mom ever since.
After a stint in the U.S. Navy where he learned the value of hard work and teamwork, he set out to make something of himself. He discovered an affinity for sales and was successful selling encyclopedias door to door as well as a short but successful career selling life insurance. After being introduced to the hair care industry working for Redken (a company my own father worked for decades earlier) he met hairstylist Paul Mitchell in 1971 and together they formed John Paul Mitchell Systems, a hair care line sold exclusively through salons. After a rocky and precarious start, the partners were rewarded when the 80s, perhaps the most hair-conscious era in history, helped their sales explode..
After Mitchell’s death in 1986 from pancreatic cancer, DeJoria became the sole owner of the company and continued to run it in the manner he always had; with an eye towards the environment and with respect and care for the people who worked for him. He had come a long way from living out of his car on two separate occasions (including once while he was getting John Paul Mitchell Systems up and running), from being in a biker gang (after graduating high school) and from two failed marriages.
He would use his millions to start several ventures, including the House of Blues and Absolut Vodka (not touched upon in the film) and more importantly, Patron Tequila which is covered extensively in the movie. He married a third time and found love; he has been a doting father to his blended family with children from both his previous marriages and from his new one, as well as her children from before her marriage to John Paul. One of his children is Alexis DeJoria, a funny car driver who owns the world record.
Ever since the Salvation Army incident in his youth, JP has had almost an obsession with giving back. He supports something like 250 different charities not only with financial contributions but also with his rather precious time. He is shown here spending time with Chrysalis, a Los Angeles-based charity that gets homeless people aid in getting back into the workforce, and Sea Shepard, dedicated to stopping illegal poaching of marine life (such as blue whales and bluefin tuna, both nearly extinct). Not shown in the film is his devotion to Food4Africa which has provided something like 400,000 meals to starving children in Africa since their inception. Not touched upon in the film was his contribution to Ted Cruz’ campaign which seems at odds with his world view of protecting the planet. I’d love to know why he would donate to someone who has voted consistently against climate change and environmental protection but that’s just me.
The husband/wife team of Joshua and Rebecca Tickell has some pretty serious films to their credit and to their credit they do portray their subject as distinctly non-saintly although there is a steady stream of praise coming from such celebrities as Cheech Marin, Ariana Huffington, Pierce Brosnan, Ron White, Robert Plant, Roger Daltrey, Danny Trejo and Michelle Phillips – the latter two friends since childhood.
I get the sense that DeJoria is much too humble to want to be the subject of a fawn-a-thon. What my guess is that he did this picture for was to inspire those who are down and out to go out and chase their dream anyway. He certainly did and through hard work and determination became wealthy beyond his wildest imagining. Not everyone is going to achieve that kind of success but certainly people willing to do their best are likely to at least improve their situation in life.
DeJoria is an inspiring person whose commitment to the environment, to the betterment of humanity and to the inspiration of others is worthy of emulation. I wish that more of the 1% would adopt his attitude and some have to be fair – I see you, Warren Buffett and Bill Gates – although not enough to rehabilitate the reputation of the rich and shameless.
DeJoria is also an engaging, charismatic individual and that makes the film a lot easier to enjoy. Not only are you rooting for him throughout the film but you want to hang out with him – and one gets the sense that he would love for you to hang out with him, too. People like DeJoria are rare commodities these days and if anyone deserves a documentary of their own, it’s them. I’m glad that DeJoria got his.
REASONS TO GO: The subject is quite inspiring. DeJoria himself is an engaging personality.
REASONS TO STAY: The film occasionally is too fawning.
FAMILY VALUES: There is some mild profanity.
TRIVIAL PURSUIT: Most of DeJoria’s children work for him at Paul Mitchell Systems.
CRITICAL MASS: As of 6/25/17: Rotten Tomatoes: No score yet. Metacritic: No score yet.
COMPARISON SHOPPING: Becoming Warren Buffett
FINAL RATING: 7.5/10
NEXT: Traficant: The Congressman of Crimetown