In 1980, John Paul DeJoria was living in an old Rolls-Royce and trying to make a living selling hair-care products. He had already worked a string of jobs, including selling encyclopaedias door to door, and had become accustomed to hearing no. His next gamble was different. Together with hairstylist Paul Mitchell, he put just $700 into a new professional hair-care business. The products were carried from salon to salon in the trunk of DeJoria’s car, with the founders relying on personal sales rather than a large advertising budget.
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