729 BEaUty captures the allure of the texture hair conscious woman. As a luxury hair care company, we understand that beauty is a lifestyle. It’s sensual and seductive. Informed and empowered. Creative and confident.
729 BEaUty believes you are most beautiful when allowed to embrace your individuality. Be it (7) Naturally Straight, (2) Wavy, (9) Curly Coily or a unique blend of all three.

Our company has created a comprehensive system of hair extensions, cleansers, conditioners and styling products to meet the needs of each of the three hair textures.
We know that textures are not defined by ethnicity or global region. They have no point of origin and therefore have no boundaries. They are not defined by color or culture. They are textures, uniquely individual, always conscious and simply beautiful.
So, what’s your texture? What’s your number?
We encourage you to embrace your texture or be bold enough to try another. Either way, BE U.


What 729 BEaUty does that sets us apart is something we call “Texture Mapping,” a process that illuminates the density, structure and elasticity of an individual’s hair. We have created a system that assigns a numerical equivalent to an individual’s hair patterns and composition. Studying these components allows us to offer services and products that exceed the demands that texture requires.

What is 7-2-9?

The Three Core Textures of Hair:

7-BE Straight

Straight hair textures are most often oily, Straight hair has no wave or curl pattern and is less likely to frizz. Straight hair won’t shrink when wet and is resistant to curl.

2-BE Wavy

Wavy hair textures fall between straight and curly textures. Wavy hair has an S-shape pattern and is resistant to styling. Wavy hair is generally oily closer to the scalp, will have slight shrinkage when wet and is prone to frizz.

9-BE Curly Coily

Curly Coily textured hair tends to be fragile and damages easily. It has a clearly defined “S”- or “Z”-shape and is generally dry or coarse in nature. It is generally full-bodied with lots of curls that may be difficult to detangle and keep moisturized. It is prone to shrinkage when wet and definitely prone to frizzing.