People, planet, profit

As a man who has experienced both hunger and homelessness, he is profoundly appreciative of his good fortune and determined to extend it to others. He makes a great many contributions to a wide variety of health care, social service and environmental groups and institutions. And one of his oft-repeated mantras is, “Individuals and corporations have a responsibility to make the world a better place.”

Another is, “Making the world a safer place to live is part of our ‘rent’ for being alive.”

He believes CEOs have an obligation not only to manage but to lead.

“As a company,” he says, “we pursue both financial and ethical goals. In fact, I don’t see them as separate.”

Sometimes referred to as the triple bottom line, this approach places equal value on economic growth, social responsibility and environmental impact. It’s a vision that shapes John Paul Mitchell Systems’ day-to-day operations and long-term strategic planning.

For example, the company does not test its products on animals, packages in 100 percent recyclable containers and voluntarily meets the most stringent VOC (volatile organic compounds) standards for aerosols. It also harvests botanicals in an environmentally responsible manner and uses many organic ingredients.

To offset the impact of carbon emissions associated with the manufacture and distribution of its Tea Tree brand, JPM Systems contributes heavily to reforestation efforts through the nonprofit American Forests and its Global ReLeaf program.

DeJoria believes doing these things adds value to the company’s products and sets a positive example for other corporations.

In 2000, DeJoria was a keynote speaker at a meeting of the Pacific Basin Economic Council. The theme was corporate responsibility, and he advised the audience to remember that giving — both time and money — should be part of business as usual.

It’s also smart business.

Having meaning within the workplace, he says, is a key to employee satisfaction and thus, customer satisfaction. And, DeJoria says, it’s important for CEOs to be an active and visible philanthropic presence.

“My participation means far more to my employees and to my customers than simply sending someone on my behalf to present a check,” he says.

Which brings us back to that ponytail.

In a typically generous gesture, DeJoria gave up his persona-defining renegade look for a worthy cause. Last January, to raise money for The Red Cross Tsunami Relief Effort, he offered to let Los Angeles radio host Leeza Gibbons cut off his legendary locks, which he’s sported for his entire career, in exchange for a donation of $50,000.

Responding to the call, the 8,000 students of Paul Mitchell The School from all around the country banded together and met that goal, and he got what’s been dubbed the most expensive haircut in the world. But it’s one that makes everybody in his company and the industry look — and feel — good, while giving them an opportunity to do good by helping others in need.

And that is standard operating procedure for John Paul DeJoria.

HOW TO REACH: John Paul Mitchell Systems, (310) 248-3888 or http://www.paulmitchell.com