Cori Broadus is moving forward with AFTXR cosmetics after a period marked by severe health problems and profound loss. The 27-year-old daughter of Snoop Dogg has lived with lupus, suffered a stroke in 2024 and lost her 10-month-old daughter, Codi, in January, an experience she has described as feeling like a “bad dream.” Her new beauty venture now represents what comes next.
Broadus said launching the company required her to leave the familiar behind, something she admits does not come naturally.
“I feel like I'm a person that, I stay comfortable,” she told E! News. “So, getting out of my comfort zone and just seeing all the good things that are coming, and just pivoting and trying new things.”
The brand is not her only new direction. Broadus is also exploring DJing, adding music to a growing list of ambitions. Apparently one major project at a time was not sufficiently complicated.
How hardship shaped her ambitions
Broadus wants her work to encourage women who resemble her and people living with autoimmune conditions. Her message is straightforward: illness may alter a life, but it does not have to define its boundaries.
“I want to dominate everything I do, down to the DJ and down to the lip cosmetic brand,” she said. “Whatever I put my hands on, I want to be the best at it.”
She added that girls with autoimmune diseases should not feel forced to limit themselves. That outlook comes from experience. Broadus was diagnosed with lupus as a child and has spoken publicly about the condition for years. Her 2024 stroke brought another serious medical crisis, followed by the death of Codi less than two years later.
Still, Broadus stops short of calling herself a role model. She said nobody is perfect and people should not try to become someone else. Instead, she hopes others can see what she has accomplished and think, “Oh, she did it. I can for sure do it too.”
Why the beauty brand is called AFTXR
The name AFTXR, pronounced “after,” reflects Broadus’ belief that life continues beyond its most difficult chapters. It also answers a question she believes many followers have been asking after watching her share much of her personal life publicly: what happens now?
“I feel like I share so much with the world,” she said, explaining that her story had been left on something of a cliffhanger. “Everybody's like, ‘Okay, what is she doing now? What's happening?’ This is literally after everything.”
That meaning made the name a natural fit for the company. Rather than treating beauty as a demand to meet somebody else’s standard, Broadus wants the products to help customers feel comfortable with themselves.
“I want people to feel beautiful,” she said. “I want people to feel confident.”
She argued that society routinely pressures people to look and behave in prescribed ways. Broadus places herself firmly on “team authenticity,” encouraging customers to be themselves in whatever shape or form that takes. It is a beauty pitch with unusually little interest in telling people they need fixing.
What Snoop Dogg thinks of her DJ career
Broadus also has support from her father as she develops her skills behind the decks. Snoop Dogg offers advice regularly, although his daughter joked that permission is not always part of the process.
“He's a Libra, so he always has to put his two cents in,” she said. “He's successful, so I get it. I understand where he's coming from.”
More importantly, she said he recognizes both her enthusiasm and ability. According to Broadus, her father frequently tells her he is proud and believes she is genuinely good at DJing.
Her fiancé, Wayne Deuce, is also part of the next stage of her life as she expands into music and beauty. For Broadus, those projects are not a denial of what happened. They are evidence that there can still be an “after,” even when reaching it requires more strength than anyone should reasonably have to summon.
