There wax and sealants are very good too.I’ve used quite a few different tyre shine products over the last couple of years. This Soft99 one is definitely my favourite. It seems to really get into the rubber and keep it looking naturally black. Lasts for ages and comes with built on applicator pad.
http://nipponshine.com/shop/wheels-and-tyres/digloss-giraedge-tyre-shine-70ml/