A Night of Beauty, Empowerment, and Celebration: Inside the CHOC Launch in Beverly Hills
- By: Julianne Elise Beffa
More Than Makeup—A Movement…
On Saturday night, I embraced full glam—hair in voluminous curls, makeup perfected, and my favorite black dress zipped up, ready for an evening that promised to be nothing short of spectacular. My destination? Lucid Studios in Beverly Hills, where the highly anticipated launch of CHOC was set to take place. From the moment I stepped into the venue, there was a sense of excitement in the air, the kind that precedes a night destined to be unforgettable.
The moment I arrived, I could tell this was more than just a beauty brand debut. CHOC wasn’t simply launching; it was making a statement. Founded by Cori Broadus and Wayne Deuce, the brand represents something far beyond cosmetics. It is a celebration of authenticity, self-love, and inclusivity, a movement centered around empowering individuals to embrace themselves fully. Broadus, the daughter of cultural icon Snoop Dogg, has spent years in the public eye, but on this night, the spotlight was on her in a different way. This was not about legacy—it was about her vision, her voice, and her passion.
Lucid Studios, in partnership with Ilios Lighting, was transformed into a strikingly modern yet intimate space that exuded both warmth and sophistication. A soft golden glow illuminated the venue, complementing CHOC’s sleek, minimalist branding. The phrase “CHOC: Empowering Self-Love” was prominently displayed, setting the tone for an evening dedicated to beauty as an act of self-affirmation.
As I made my way through the venue, it was impossible to ignore the palpable energy in the room. The event had drawn a who’s who of celebrities, influencers, and industry insiders, all eager to witness the birth of a brand poised to shake up the beauty industry. Broadus herself was the epitome of effortless beauty, her radiant complexion accentuated by a glossy CHOC lip shade that caught the light with every word she spoke. Standing proudly beside her was her fiancé and business partner, Wayne Deuce, whose enthusiasm for the brand and its mission was evident in every conversation.
The night’s official programming began with a heartfelt speech from Broadus. As she took the microphone, the room fell silent in anticipation.
“When I was a little girl, my dad called me ‘CHOC’ because I was sweet and chocolate-colored,” she shared, her voice filled with sincerity. “That nickname was a symbol of love and acceptance, and I’ve poured that same energy into CHOC to create something that celebrates you just as you are. This isn’t just a beauty line—it’s a movement of self-love and self-expression.”
The crowd erupted into applause, a reflection of just how deeply her words resonated. This was more than a business venture; it was personal. Broadus’s journey with self-acceptance, body positivity, and mental wellness has been well-documented, and CHOC feels like the culmination of that journey—a brand born from experience, authenticity, and an unwavering belief in the beauty of individuality.
After the speech, guests were invited to experience CHOC’s debut collection, a meticulously curated lineup of lip care essentials designed to deliver both luxury and inclusivity. The collection, which is Sephora Clean-certified, 100% vegan, and cruelty-free, features high-performance formulas that cater to a wide range of skin tones and preferences. At the interactive beauty stations, I had the opportunity to test the products firsthand, and I was instantly impressed.
The lip gloss was decadently smooth, offering a mirror-like shine without the stickiness that so many formulas fall victim to. The lip pencil delivered rich, buildable pigment with a precision that made application effortless. The lip scrub and mask felt luxurious, packed with nourishing ingredients that left my lips feeling hydrated and refreshed. This wasn’t just about creating another beauty brand—CHOC was delivering intentional, high-quality products that truly lived up to their promises.
Beyond the product displays, the event was also a testament to CHOC’s broader mission—one that extends far beyond beauty. Throughout the venue, campaign visuals featuring diverse models and unretouched imagery reinforced the brand’s commitment to representation and inclusivity. This wasn’t about selling a product; it was about shifting the narrative around beauty, encouraging people to embrace their natural features and redefine traditional standards.
As the night continued, guests mingled over handcrafted cocktails inspired by CHOC’s signature lip shades, while a DJ kept the energy high with a curated mix of R&B and hip-hop. It wasn’t long before the dance floor was packed, with attendees fully immersed in the celebratory atmosphere. The moment Kendrick Lamar’s Not Like Us pulsed through the speakers, the entire room erupted, solidifying the night as a true Los Angeles affair.
Adding to the night’s significance was a special appearance by Snoop Dogg himself, who beamed with pride as he supported his daughter’s new venture. His presence was a reminder of the power of family, legacy, and the importance of using one’s platform to uplift the next generation.
One of the most meaningful moments of the evening came with the announcement of The CHOC Foundation, set to launch later this year. Broadus explained that the foundation will focus on promoting self-love, mental wellness, and providing financial aid to families in need.
“The CHOC Foundation was created to support kids from low-income families, single parents, and individuals struggling with self-acceptance,” she shared. “We want to offer real support in a world where inflation and systemic inequities are leaving so many families behind.”
It was a powerful moment that underscored CHOC’s greater purpose. This wasn’t just about selling beauty products—it was about uplifting communities, breaking barriers, and creating meaningful change.
By the time the evening came to a close, it was clear that CHOC had made an indelible impact. This was not just another celebrity-backed beauty brand; it was a brand with heart, with purpose, and with a mission that extends far beyond aesthetics.
As I stepped out into the crisp Beverly Hills night, CHOC lip gloss still shimmering on my lips, I couldn’t shake the feeling that this was only the beginning. CHOC is here, and it’s redefining beauty on its own terms—one empowered individual at a time.
