Paul Mitchell

Paul Mitchell is one of the biggest names in the hair care world today. They have revolutionary products and ideals and salons all over the world. Learn more about Paul Mitchell and their products below:

How It All Began

In 1979, John Paul DeJoria and Paul Mitchell first decided to launch a professional hair care system. They envisioned a company established by hairdressers for hairdressers - a venture dedicated to the success of individual stylists, their salons, and the professional beauty industry as a whole. By 1980, they established a partnership with a borrowed $750.00 which eventually became known as John Paul Mitchell
Systems. The two partners began marketing their products under the brand name Paul Mitchell, as Mr. Mitchell was the hairdresser and other hairdressers would respect his name. Initially, John Paul Mitchell Systems faced many challenges. According to Mr. DeJoria, “We should have gone bankrupt perhaps 50 times during the first year.” Resources were so limited that the Paul Mitchell brand's now-famous black and white packaging was a result of not being able to afford color ink.

The partners' marketing strategy stemmed from their convictions. Mitchell and DeJoria traveled extensively to conduct no-cost product demonstrations for salon owners. In addition, they guaranteed salon owners would sell all products purchased; if they didn't, they could return any unsold products for a full refund. Such practices represented a first for the hair care industry, and eventually led to John Paul Mitchell Systems becoming one of the fastest growing privately-held companies in the United States.