It is painful to get some Zigbee devices to pair or to work normally, even they are certified. So what’s the best offer on the market? Sonoff, IKEA (their new sensors are also modified quite a lot to work with their lights directly), Aqara?
My go to brand is Aqara, though they aren’t standardised either. In all honesty, you’ll struggle to find a brand which sticks 100% to the standard AND has all the devices you need.
Good news is, you don’t have to worry too much about it. ZigBee2mqtt has custom converters and ZHA has quirks. Both do the same thing - make non standard devices work without any effort from your part.
All you have to do is check if a device is supported before buying it and you won’t even know whether it’s using a standard ZigBee implementation or not.