I’m running the Lifx bulbs myself. Built in WiFi, no hub needed.
They work with IFTTT, Google Assistant, Amazon Alexa, Siri, Cortana… and they work pretty well.
Yeah, the buy-in is higher than some - but they’ve got a rated (theoretical) life of 22 years, so will outlast a standard bulb.
Upside of them is that if your smart device dies, you can flick them off at the switch for a few seconds and then flick it on again and they’ll turn on like a normal bulb.
I have a colleague running a couple of their IR units, which emit an IR light when the main light is off - his camera system captures brilliantly in his shed.