ROKiT PURE : Addressing The Global Drinking Water Crisis
Open
X

About Us.

ROKiT PURE was conceived and co-founded by US Billionaire John Paul DeJoria and UK entrepreneur Jonathan Kendrick.

John Paul DeJoria is best known as the co-founder of Paul Mitchell, the largest privately held hair care business in North America as well as being co-founder of Patron tequila, the worlds Number 1 premium tequila brand valued at USD $4 Billion.

Kendrick and DeJoria have been business partners in a variety of commercial enterprises for 10 years to date and both share a passion for the environment and philanthropy in general.

Born and raised in Los Angeles, California, and residing in Austin, Texas, Mr. John Paul DeJoria is best known for co-founding two iconic global multi-billion-dollar-valued brands: Paul Mitchell and Patron.

In 1980, Mr. DeJoria and hairstylist Mr. Paul Mitchell used a partially borrowed US$700.00 to co-found Century City, California-based John Paul Mitchell Systems (JPMS).  The famous black & white bottle was the result of not having enough money for color printing.  JPMS has approximately 325 full-time employees and a global network of hundreds of educators to teach advanced artistic & technical training classes.  Mr. DeJoria remains chairman of the company.  

Kline & Company ranks JPMS first in Care & Style sales in the United States and Euromonitor International, the leading independent provider of market research, ranks JPMS second in global sales of professional beauty products.  JPMS professional and salon sales-at-retail are approximately US$2.7 billion.  

JPMS brands (which include more than 300 products) are available in more than 100,000 hair salons in 115 countries.  There are three distribution channels: professional, salon-to-customer and direct-to-consumer for which salons can also receive compensation.  There are 106 Paul Mitchell schools throughout the United States, with more planned, and two in Europe.

The company produces salon-quality hair care, hair color and styling tools through a family of brands including Paul Mitchell®, Paul Mitchell® Professional Hair Color, Paul Mitchell® Pro Tools, Tea Tree, Awapuhi Wild Ginger®, MITCH®, MVRCK®, Neuro®, and MarulaOil.  JPMS was the first company to take a stand against animal testing since its inception in 1980. 

In 1989, Mr. DeJoria invested US$400,000.00 to co-found (eventually having a 70% shareholding) Patron Spirits International.  In 2018, Bermuda-based Bacardi Limited purchased the company at a valuation of US$5.1 billion.  The Return on Investment (ROI) was 1,275,000%.  Mr. DeJoria is chairman emeritus of the company. 

Mr. DeJoria’s current commercial interests include investments in ROKiT Group (www.therokitgroup.com), John Paul Pet, Daily Body Restore, Bonanza Park and DeJoria Center at High Star Ranch, among others.  

On a historical note, Mr. DeJoria is the custodian of Taymouth Castle in Scotland, United Kingdom, which dates to 1552 and regarded as the most important Scottish castle in private ownership.

Established in 2011, and with assets exceeding US$55 million, JP’s Peace, Love & Happiness Foundation (www.peacelovehappinessfoundation.org) channels the DeJoria family’s commitment to contributing to a sustainable planet through investing in people, protecting animals and conserving the environment.  Partners include Grow Appalachia, Waterkeeper Alliance, Sea Shepard Conservation Society, Mobile Loaves & Fishes Serving Goodness, Keep Austin Fed, Chrysalis, SAFE, and CONNECTHER Film Festival, among others.

In 2011, Mr. DeJoria signed the “Giving Pledge” created in 2010 by Mr. and Mrs. Bill Gates and Mr. Warren Buffet.  Today, the commitment includes more than 200 of the world’s wealthiest individuals who will “give the majority of their wealth to address some of society’s most pressing problems.”  

Mr. DeJoria has been profiled globally for his corporate and philanthropic initiatives across a multitude of media outlets including ABC’s 20/20, CNN, Forbes magazine, Fortune magazine, Fox, Fox Business, Bloomberg, CNBC, MSNBC, and NBC, among others.  He has also appeared as a mentor for budding entrepreneurs via a guest shark appearance on CNBC’s Shark Tank television program.

In 2018, Mr. DeJoria was appointed Ambassador-At-Large by the prime minister of Antigua and Barbuda, where his family has commercial interests.  

Mr. DeJoria is a registered Independent.

Mr. and Mrs. DeJoria have six children, thirteen grandchildren and two great-grandchildren.

DeJoria and Kendrick have teamed-up to form ROK Stars, the game-changing consumer-products company of which ROKiT PURE is a part.

Designed to tackle the global drinking water crisis, ROKiT PURE utilises appropriate low-cost technology to provide a revolutionary solar powered water purifying and cooking system.