Hue bulb flashing on at full brightness

I have a load of Hue bulbs that are all working fine. I have a couple of new cheap ones though (Hue Whites) that when I switch it on via an automation:

action:
  - service: light.turn_on
    data:
      entity_id: light.stairs_light
      brightness:  30

The bulb comes on as it should but for the first few milliseconds it comes on at full brightness before changing to the desired brightness. The white ambiance bulbs I have don’t do the same. Is this a limitation of the white bulbs that others have hit or do I need to approach this differently?

This is what the entity looks like in HA:

image