Adding to this, last I checked, zigbee was the most popular open standard for this.
I had originally started with tp-link smart bulbs and realized that they did not support zigbee. After I set up pi-hole on my network, I also noticed that they have a lot of internet traffic with no way to turn it off.
So I ended up discarding tp-link and start from scratch again. I have been using ikea tradfri smart bulbs. They support zigbee so they can be used with any zigbee supporting gateway or hub. The other amazing thing about them is the ease of using them without connecting to the internet. You can buy ikea buttons for them which can be connected with multiple devices so I have one for each room and it makes it really easy to turn a room on and off at once.
tl;dr - start with devices that support an open standard like zigbee. That will not tie you down to any one brand and give you the most options for future expansions.
edit - looks like Matter may be becoming the new standard and it’s published by the same organization that published zigbee. So that may be a better option if you are starting out with home automation.