I've slowly been filling my home with LIFX bulbs over the years. They're significantly better than Philips Hue when it comes to brightness and the vividness of their colors. Another neat benefit is that they don't require a hub, they work directly through WiFi. The installation process is relatively straightforward, and the app is pretty full-featured.
Feedback
Integration with Apple Homekit is sometimes hit and miss. Often when setting a scene, it will need to be activated multiple times before all of my lights update to the correct color and brightness. The LIFX app underwent a radical redesign a few years back - this was definitely a backwards step in terms of usability.