John Paul Mitchell Systems (JPMS) has announced the promotion of Michaeline DeJoria to chief executive officer.
DeJoria is the daughter of JPMS cofounder John Paul DeJoria. She began working at JPMS in 2007, starting on the production plant floor and following in nearly every department of the business. Ultimately, this led to her role as vice chairman, where she has directed the company’s future development for all brands.
DeJoria brings extensive experience and expertise to the CEO position, with her dynamic approach as one of the youngest CEOs in the industry. She keeps her finger on the pulse of industry trends, utilizing her digital expertise to anticipate what’s next and spark new innovation for the iconic hair care portfolio. 
Michaeline DeJoria, CEO of JPMS with Winnie Harlow
In her new role as CEO, she will drive and direct overarching brand strategies across key channels including product, marketing and digital to usher in a new era of innovation and increase market share on a global level.
“This is a tremendous honor, and a lifelong dream of mine,” says DeJoria. “I have a huge amount of passion and dedication to this company, and to our industry, and I’m thrilled at the opportunity to take us to new heights. JPMS will continue to think outside the box and show year over year growth. I look forward to reimagining our future and pushing us to new bounds, while of course maintaining the beautiful ethos that this company was founded on.”
Recent initiatives spearheaded by DeJoria include COVID-19 relief efforts with a $4M salon jump-start stimulus package, a global sustainability pledge, the launch of the brand’s first-ever clean beauty line Paul Mitchell Clean Beauty, a venture into AI technology with Hair AI powered by Fitskin, and the announcement of the brand’s first-ever global ambassador—style icon Winnie Harlow.
