Malibu resident John Paul DeJoria is being honored this week by the Green Business Bureau for his work as an eco-friendly, community-oriented business owner. The GBB is a national group that certifies businesses that follow environmentally responsible practices.
DeJoria, the Paul Mitchell co-founder, will be presented with the GBB’s Visionary Award on July 16 in Los Angeles for his work both with the companies he owns and other companies through his work with John Paul Selects, according to a release.
John Paul Selects is a website devoted to promoting emerging brands that are both environmentally and socially conscious. Brands are connected with compatible sales channels to assure appropriate growth. They are also evaluated to determine whether they meet certain eco-friendly criteria and given seals of approval to highlight their sustainability.
“There are a lot of brands out there that have really phenomenal ideas but don’t necessarily have the business backing or business sense to get into a bigger economy,” said representative Alison Kennedy. “It’s combined fostering a new business and how it thrives in the community, so the GBB
John Paul Selects has supported brands by well-established names, such as New Beauty at Fred Segal, and upcoming brands, such as Andes Fashion.
DeJoria is also a recognized humanitarian whose influence has extended to Malibu. In 2010, he was recognized by the California Wildlife Center for his contributions to causes benefitting native wildlife and lands. In 2012, he hosted a fundraiser to benefit animals rights activist Paul Watson who was at the time under house arrest in Germany as a result of his efforts to expose illegal shark-finning. He has held similar fundraisers for numerous campaigns in Malibu.
DeJoria is the co-founder of Paul Mitchell Systems, the first professional business company to “stand up against animal testing,” according to the company website. He owns 23 companies, including Patron Spirits and John Paul Selects.
The Green Business Bureau is third-party green certification program. They work to audit business to promote and incorporate environmentally responsible, commercially-beneficial business practices. The GBB outlines six criteria business should meet in order to receive different levels of green certification, including recommendations for facilities, business practices, transportation and community involvement.