It depends on how much intimate waxing you do. If you’re competent you can use anything. Everyone is different, some people like quite a pliable film wax, others like a thick, hard setting wax.
if you don’t do much waxing, it may be practical to choose one of the brands available through your preferred wholesaler. Hive supply pretty much every wholesaler, so if you are taking advantage of a discount offer, you can usually stock up on your preferred hive product.
If you do a lot of waxing (or want to specialise) you’ll be looking for the product that suits your hand and waxing style and fits your clientele. You may want a vegan brand or a scented product or something exclusive to set you apart. It depends what sort of marketing you want to do. Some people just want convenient and familiar products - the ones they trained with in college for instance.
Niche brands only have limited routes to market so you may have to place an expensive opening order complete with branded wax pots and training. Thereafter if you want to qualify for free postage you may have to order a lot of wax and you’ll need storage space. You may not feel it’s worth the investment. Personally, I want to buy products that are made to the highest ethical standards with the smallest cost to the planet, but I’m always keen to compare the products I like with the latest brands coming to market, so from time to time I try something new. Usually when I need a new wax pot.