Phillips hue bulbs are solid but on the pricy side.

Govee is ok, I recommend making sure you get ones that have Matter capability. Same with LifX brand.

Iim sure there are other brands but those are 3 I have experience with.

In my area we have a brand called LEDvance, which ships both wifi and zigbee bulbs. I have some of the Zigbee ones and I don’t need anything other than HomeAssistant to add them to my network.
I can second the Hue bulbs.
They’re good quality, and connect directly to a zigbee dongle without the Signiant app/Hub.
I got some expensive Hue bulbs just because they were the most powerful Zigbee bulbs I could find where I live. Almost all other Zigbee bulbs are way too dim, for some reason.
IKEA’s seem okay too, they’re just not the brightest around. The older models are ZigBee, the newer ones are Matter over Thread (although I’ve heard some will also work with ZigBee).