#65 John Paul DeJoria
$4,000 million
Recession not killing Navy vet's buzz; sales of his Patrón tequila up nearly 10% so far this year. Made first fortune from shampoo. Cofounded hair-care outfit John Paul Mitchell Systems with Paul Mitchell in 1980 with $700; lived in car, hawked products door-to-door in Los Angeles. Annual sales now approach $900 million, sells only to professional salons. Created tequila distiller Patrón Spirits with Martin Crowley (d. 2003) in 1989. Friends Clint Eastwood and Wolfgang Puck helped make $50 bottles of tequila a staple at high-end restaurants, nightclubs. Today company sells more than 2 million cases a year. Bacardi bought minority stake in Patrón for undisclosed sum last year. Giving more to charity as others decrease gifts; supports Food4Africa, Mineseekers, Blazer House.
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