John Paul DeJoria, 69, started his Paul Mitchell hair care line with $700 while living in his car. Now his family — wife Eloise, 56, and four kids — is devoted to causes such as Waterkeeper Alliance and Grow Appalachia.

"We give people the know-how to farm and feed themselves," says DeJoria, whose projects appear in We Care ads, out in August. "Our motto is "Success unshared is failure."

Watch the video for an exclusive interview with the billionaire hair guru and a behind-the-scenes look at the Malibu photo shoot, helmed by Norman Jean Roy, for his new campaign! DeJoria, who talks about the importance of giving back, his daughter Michaeline and her adorable kids all make cameos.