I've been using a Philips Hue hub for my lighting since 2016. I've bought many brand of smart LED bulbs, but the most reliable and best overall have been the Hue bulbs. All are still working great after 3.5 years and give no issues, and the Philips hue app control is brilliant.
Innr bulbs are next best, but also require a hub. Almost half the price of the Hue and LIFX bulbs. Brilliant colour accuracy in the RGBWs, and good brightness. Integrates well with Hue and other zigbee hubs. Yeelights are excellent value, but the brightness and colour is not as good as Hue or LIFX.
LIFX is best quality, brightest, and has best colour accuracy if you don't want to use a hub, but they are pricey.
Yeelights I reckon are best on a budget, and do work with Hue hub(with 3rd party app). But most of the others are a bit brighter.
For GU10 downlights I rate the INNR smart bulbs if you will be using a zigbee or Hue hub. Great value for money and no issues. The RGBW are not very bright, but the white ones are great.
My 5 Osram smart LEDs have given the most hassles. Stay away.
If you want a light strip, buy your own zigbee RBGW controller and a quality RGBW lightstrip. It will work out 1/4 of the price of the Hue ones but works 100% with the Hub and philips app.