There is a recent post on this issue, and the consensus is that it couldn’t be done via ZHA. I haven’t read about anything that has changed since then, though it’s certainly possible:
However, there is a workaround in that thread if you have the newer Bluetooth+Zigbee bulbs: just use the Bluetooth connection to set the configuration on the bulbs instead. It should be theoretically possible to do this on ZHA, but I’m not sure they’ve figured out exactly what configuration they’d need to send to the bulb. It looks like Zigbee2MQTT may have got this figured out, FWIW. (You might be able to do it manually if you know what to send where in ZHA based on what they do, but I won’t be much help there…)
This is really a different issue; Hue bulbs support this on their firmware (and actually require fairly recent firmware to do so if you have older Hue bulbs), so the bulb would actually have to implement it (and do so in the same way as Hue) in order for the same thing to work. I’m not aware of any other Zigbee bulbs that do this at all, though there could be some I don’t know of. Most of the few Z-Wave bulbs I’m aware of have a configuration parameter for this. I’ve seen some “hub”-side solutions for this, though none that are quite as satisfactory (e.g., if you have some way to detect power loss or bulbs on for an “excessive” period of time, you might be able to respond appropriately).