I'm a career DP/videographer mostly working in the commercial/corporate space and this is my current kit:
2x Nanlite FS300B lights
Two cheap "Travor/Fositan" bicolor 1x1 flex lights
2x Nanlite Pavotube 6Cii
36in and 48in parabolic diffusors + one fresnel
I also have a round LED/lantern kit for travel, similar to this kit.
This setup has done very well for me and I have rarely had to rent anything else. It's also important to me that my entire kit for a shoot can fit onto my cart. If more is needed, then I'm going to need to work with a gaffer.
However, if I were starting over from scratch, I would probably get:
Aputure 300x
Aputure Amaran F22c
Aputure LS 60x with Spotlight Mini Zoom
Parabolic diffusors & large 5-in-1 reflectors
This would be a very versatile kit that would cover most situations that I could think of. Nanlite also offers comparable lights at even better prices, but they currently don't have anything quite like the F22c. Godox offerings look good. Two years ago when I last updated my kit, I took a long, hard look at them and concluded that their big COB lights had a magenta hue that I did not care for. The B&H house brand GVM lights also look great for the money, but I've never used them.
One other consideration: when shopping for COB lights, it's important to get a sense of how far they can be dimmed down. For instance, my buddy's Aputure 600c lights are great but even at 0.01%, they are too bright for some applications. This is the reason that I've stuck with 300w fixtures, and shooting at my camera's native ISO of 800, I've very rarely encountered any interior shot when I've wanted more light than what I can get from a 300w fixture.