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40 Years of Green

Co-founders Paul Mitchell and John Paul De Joria have been thinking green since day one – back in 1980; when they started exploring cruelty-free haircare. Then in 1983, Paul and John established a self-sustaining, solar- powered awapuhi farm in Hawaii.

Watekeeper Alliance

20 years later, in 2000 – the brand established a partnership with the Waterkeeper Alliance and has been a proud supporter ever since. The Waterkeeper Alliance is an environmental movement that is dedicated to protecting communities, ecosystems and waterways. Through John Paul DeJoria’s participation on the trustee council, corporate donations and event sponsorships —  The brand strives to help Waterkeeper Alliance protect our world’s waterways.


In 2005, the Restore’Action campaign started and Paul Mitchell pledged to plant one million trees by the end of 2022 and go green – That’s next year! 

Where are they planting and why?


• Cashew trees will help restore the forest cover, which has suffered massive loss due to the production of charcoal (the population’s main energy source)
• In addition to helping with reforestation, the cashew tree also serves as a source of income diversification through cashew nut, cashew apple and cashew wood production


• Lemon trees will allow farmers to feed themselves on the fruits produced and sell them on the markets
• Capirona and bolaina trees will be used to produce construction wood
• Mahogany cedar will help restore the original forest of the Cordillera Escalera, a portion of the Amazonian forest
• Hevea will allow the production of natural rubber found in many everyday objects
• Bamboo will be used to protect river banks and other areas that may be flooded or subject to landslides

Sea Shepherd Vessel

In 2017 Sea Shepherd names a vessel after John Paul in honour of his long-term support. The ship’s mission is to save the lives of sharks, whales, dolphins, turtles and all other species in the sea. John Paul’s passion for life and conservation is reflected in the future actions of the vessel.

Clean Beauty

Clean Beauty made it’s debut in 2020 – a huge step for the brand. A product range which formulas were both vegan and cruelty-free; and enriched with natural, organic, and ethically sourced ingredients. The packaging was most impressive though. Paul Mitchell Clean Beauty specifically uses bio-based, sugarcane-derived components, which are manufactured using clean energy and are 100 percent recyclable!

We are excited too see Paul Mitchell achieve their target of 1 million trees planted at the end of next year, and by the end of 2023 we are expecting to see 10 out of the 12 product lines to be 100% vegan.


For more news from Paul Mitchell, click HERE.



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