Covid-19 Put Billionaire John Paul DeJoria’s Hair Care Empire At Risk. How He’s Investing His Fortune In The Brand To Keep It Alive The decades-long retail strategy that has made DeJoria an enormous fortune buckled during the Covid-19 pandemic. Social distancing measures shuttered hair salons and barbershops across the country. “Our sales zoomed straight down,” says DeJoria. “We lost nearly 60% of our revenue almost instantly.”