JP's Peace Love & Happiness Foundation

Quick Stats

• Annual Giving: $8,000,000 (2024)
• Success Rate: Not publicly disclosed
• Decision Time: Not applicable (invitation only)
• Grant Range: $25,000 - $7,250,000
• Geographic Focus: National with strong focus on Austin, Texas
• Application Method: Invitation only (preselected organizations)

Contact Details

Website: https://www.peacelovehappinessfoundation.org/
Location: Wilmington, DE (legally registered); Austin, TX (operational base)
Executive Director: Constance Dykhuizen (manages partnerships and grants)

Note: The foundation does not accept unsolicited grant applications.

Overview

Founded in 2011 by billionaire entrepreneur John Paul DeJoria and his family, JP's Peace Love & Happiness Foundation is a private family foundation with approximately $31 million in assets. The foundation distributes roughly $8 million annually in grants to preselected 501(c)(3) organizations. Driven by the unique interests and personal relationships of the DeJoria family, the foundation's mission is to spread "peace, love & happiness" by investing in people, protecting animals, and conserving the environment. The foundation made 99 grants in 2023 and 74 grants in 2024, supporting more than 160 organizations, initiatives, and nonprofits. John Paul DeJoria is a signatory of the Giving Pledge and lives by the motto "Success Unshared is Failure." In 2025, the foundation made headlines with a $7.25 million gift to Austin's Paramount Theatre, one of their largest single grants to date.

Funding Priorities

Grant Programs

The foundation does not operate formal grant programs with set application cycles. Instead, grants are awarded on an invitation-only basis through trustee discretion and the personal relationships of the DeJoria family. Recent grants have ranged from $25,000 matching grants to multi-million dollar commitments:

• Major Capital Projects: $1.6 million - $7.25 million (e.g., Paramount Theatre restoration, Mobile Loaves & Fishes Community Works Entrepreneur Hub)
• Organizational Support: $500,000 - $850,000 (e.g., Church of Biocentrism, Transfiguration Greek Orthodox Church)
• Program Grants: $25,000 - $100,000 (average grant size approximately $75,844)

Priority Areas

Homelessness and Social Services

• Homeless housing and support services (Mobile Loaves & Fishes, Community First! Village)
• Navigation centers and transitional services (Sunrise Navigation Center, Mission Accomplished)
• Meal programs and food access (Salvation Army Austin, Keep Austin Fed, El Buen Samaritano)

Vulnerable Populations

• Women and children affected by domestic violence and sexual assault (SAFE Austin's Eloise House)
• Recovery programs and rehabilitation services
• Child welfare initiatives

Veterans' Affairs

• Veterans' resources and support (Patriots Hall of Dripping Springs - $549,244 grant)
• Programs serving military heroes and first responders

Food Security and Agriculture

• Community gardens and agricultural development (Grow Appalachia - $1 million founding grant)
• Food hubs and distribution (Keep Austin Fed)
• Regenerative farming (Multicultural Refugee Coalition's farm in Elgin)

Animal Protection and Environmental Conservation

• Waterway protection (Paul Watson Foundation)
• Animal welfare initiatives
• Environmental sustainability projects

Arts and Culture

• Historic theatre preservation (Paramount Theatre - $7.25 million)
• Film and arts programs (ConnectHer Film Fest)

Youth and Education

• Youth development programs (American Youth Works)
• Educational opportunities for underserved communities

What They Don't Fund

• Organizations outside the United States (primarily focused on U.S.-based 501(c)(3) organizations)
• Unsolicited requests for funds
• Organizations without a personal connection to the DeJoria family or their existing network

Governance and Leadership

Board of Directors

• John Paul DeJoria - Founder, President, and Director (unpaid). Co-founder of John Paul Mitchell Systems and Patrón Spirits. Experienced homelessness in his youth, which deeply influences his philanthropic focus.
• Eloise DeJoria - Board member. Focuses on recovery programs, arts, and women's wellbeing.
• Alexis DeJoria - Board member. Passionate about environmental and animal conservation.

Leadership

• Constance Dykhuizen - Founding Executive Director, Secretary, and Treasurer ($90,000 compensation). Manages partnerships and grants for the foundation.

John Paul DeJoria's Philosophy DeJoria's mother taught him that "no matter how much you don't have in life, there's always someone who has less." This lesson shaped his approach to giving. He states: "Success without sharing is failure" and believes "the greatest high that you could ever have is when you do something for somebody else and ask nothing in return."

On his hands-on approach: "I show up, and that's a very important part of philanthropy." DeJoria actively participates in events for organizations he supports, from helping children with special needs surf with A Walk on Water to participating in the Peace Love Happiness Charity Motorcycle Ride.

His philosophy emphasizes individual action: "One person can get out there and help change so many things" rather than waiting for the masses or government to act.

Application Process & Timeline

How to Apply

This foundation does not have a public application process. JP's Peace Love & Happiness Foundation only makes contributions to preselected charitable organizations and does not accept unsolicited requests for funds.

Grants are awarded based on:

• Trustee discretion
• Personal relationships of the DeJoria family
• Direct outreach by family members and the executive director
• Organizations already in their network of 160+ partners

Getting on Their Radar

While the foundation does not accept unsolicited applications, research reveals specific strategies that have led to funding relationships:

Personal Engagement Matters John Paul DeJoria emphasizes "showing up" as critical to his philanthropy. Organizations that have received funding often had opportunities for face-to-face interaction with DeJoria at events. He actively participates in:

• Peace Love Happiness Charity Motorcycle Ride - Annual event supporting Central Texas charities serving paramedics, police officers, firefighters, and military heroes
• A Walk on Water events - Surf therapy programs for children with special needs
• Community service events in Austin

Austin Connection The foundation has particularly deep roots in Austin, Texas, where the DeJoria family is based. Major Austin-based recipients include Mobile Loaves & Fishes, Paramount Theatre, SAFE Austin, Keep Austin Fed, Salvation Army Austin, and others. Being an established Austin nonprofit working in their priority areas appears to increase visibility.

Focus on Self-Sufficiency DeJoria's stated objective is "helping others help themselves." Grow Appalachia succeeded by demonstrating a model where his foundation bought seeds, fertilizer, and equipment and hired agricultural experts to teach communities to till their own gardens - creating sustainable, empowering change rather than dependency.

Executive Director Constance Dykhuizen As the founding executive director who manages partnerships and grants, Dykhuizen is the operational gatekeeper for relationships. Her background includes managing relationships for multiple foundation clients.

Relationship-Based Giving The foundation explicitly states that investments are "driven by the unique interests and personal relationships of the DeJoria family." They "value relationships with and invest in partners who are committed to making a difference for people and planet."

Decision Timeline

Not applicable - grants are made on a rolling basis through trustee discretion without a formal application cycle.

Success Rates

Not applicable - the foundation does not accept applications, so there is no application-to-award ratio.

Reapplication Policy

Not applicable - organizations do not apply or reapply. However, the foundation demonstrates strong loyalty to existing partners, with multi-year and repeat grants to organizations like Mobile Loaves & Fishes ($5 million in 2022 after earlier grants of $1.6 million and sponsoring 15 resident homes).

Application Success Factors

Since there is no application process, success in receiving funding from JP's Peace Love & Happiness Foundation depends on relationship-building and alignment with family values:

Demonstrated Impact and Self-Sufficiency Organizations that have received major funding demonstrate concrete, sustainable outcomes. Grow Appalachia's model of teaching communities to grow their own food aligned perfectly with DeJoria's philosophy of "helping others help themselves" rather than creating dependency.

Personal Connection to Homelessness Having experienced homelessness himself, John Paul DeJoria shows particular passion for organizations addressing homelessness. Alan Graham of Mobile Loaves & Fishes noted "The halo impact... has been tremendous" from DeJoria's involvement, which has included multiple multi-million dollar gifts and personal engagement.

Capital Projects with Lasting Impact The foundation has funded major capital projects that create enduring change: the Community Works Entrepreneur Hub at Community First! Village, the forensic clinic Eloise House at SAFE, the East Austin food hub of Keep Austin Fed, the Paramount Theatre's JP's Peace, Love, and Happiness Lounge, and Patriots Hall clinic.

Alignment with Family Members' Individual Passions

• John Paul: Homelessness, veterans, empowerment, social responsibility
• Eloise: Women's wellbeing, recovery programs, arts and culture
• Alexis: Environmental conservation, animal protection

Austin-Based or Texas-Connected While the foundation supports organizations nationally, a significant concentration of major grants goes to Austin-based organizations where the family can maintain close relationships and personal involvement.

Small Acts of Kindness Philosophy DeJoria believes in "small, meaningful acts of kindness" and states that doing something for somebody else and asking nothing in return provides "the greatest high." Organizations that embody generosity and service without expectation align with this worldview.

Key Takeaways for Grant Writers

• No application process exists - This foundation only funds preselected organizations through family relationships and trustee discretion. Do not submit unsolicited proposals.

• "Showing up" is critical - John Paul DeJoria's hands-on approach means personal relationships matter. If you can connect through Austin-area events where DeJoria participates (charity motorcycle rides, surf therapy events, community service activities), this may create visibility.

• Think long-term empowerment, not handouts - DeJoria's philosophy centers on "helping others help themselves." Programs that teach skills, create sustainability, or build capacity resonate more than traditional service delivery.

• Austin organizations have an advantage - The DeJoria family's operational base and deep community involvement in Austin creates more funding opportunities for local nonprofits in their priority areas.

• Capital projects receive major funding - When the foundation commits, they commit big. Recent grants of $7.25 million, $5 million, $1.6 million, and $1 million demonstrate willingness to fund transformative capital projects that create lasting infrastructure.

• Loyalty to existing partners - Organizations that receive funding often receive ongoing support. Mobile Loaves & Fishes has received multiple grants over many years. Focus on relationship-building if you gain initial access.

• Executive Director Constance Dykhuizen manages partnerships - Understanding that she is the operational gatekeeper for the foundation's relationship-building efforts may be valuable if networking opportunities arise.

References

1. JP's Peace, Love & Happiness Foundation Official Website. https://www.peacelovehappinessfoundation.org/ (Accessed January 2026)

2. ProPublica Nonprofit Explorer - Jps Peace Love & Happiness Foundation (EIN: 274449810). https://projects.propublica.org/nonprofits/organizations/274449810 (Accessed January 2026)

3. Cause IQ - JP's Peace Love & Happiness Foundation Profile. https://www.causeiq.com/organizations/jps-peace-love-happiness-foundation,274449810/ (Accessed January 2026)

4. Grantmakers.io - Jps Peace Love & Happiness Foundation Profile. https://www.grantmakers.io/profiles/v0/274449810-jps-peace-love-and-happiness-foundation/ (Accessed January 2026)

5. FOX 7 Austin (2019). "John Paul DeJoria gifts $1.6 million to 'Community First! Village.'" https://www.fox7austin.com/news/john-paul-dejoria-gifts-1-6-million-to-community-first-village (Accessed January 2026)

6. CBS Austin (2022). "Benefactor DeJoria gifts $5 million to fight homelessness in Austin." (Accessed January 2026)

7. Tribeza (2025). "Austin's Paramount and State Theatres Announce $65M Restoration and Renovation Project." https://tribeza.com/arts/austin-paramount-theatre-renovation-restoration/ (Accessed January 2026)

8. Town & Country Magazine (2018). "John Paul Dejoria's Philanthropy Makes the Case That Tequila and Shampoo Might Save the World." https://www.townandcountrymag.com/society/money-and-power/a20733948/john-paul-dejoria-billionaire-philanthropy/ (Accessed January 2026)

9. Variety (2017). "John Paul DeJoria Shares His 'Good Fortune.'" https://variety.com/2017/biz/news/2017-philanthropist-of-the-year-john-paul-dejoria-1202510580/ (Accessed January 2026)

10. Founding Austin (2018). "John Paul DeJoria: Master of the Art of Sharing Peace, Love, and Happiness." https://foundingaustin.com/2018/12/john-paul-dejoria-master-of-the-art-of-sharing-peace-love-and-happiness/ (Accessed January 2026)

11. Founding Austin (2018). "Eloise House: Philanthropy in Action." https://foundingaustin.com/2018/12/eloise-house-philanthropy-in-action/ (Accessed January 2026)