It sounds like the driver just isn't being correctly detected. If you change the driver (the "Type" dropdown on the device detail page) to either "Generic Zigbee RGBW Light" or "Advanced Zigbee RGBW Bulb" (or a similar driver matching its actual capabilities if yours isn't a White and Color Ambiance model), then run the "Configure" command after saving, that should be the one you want -- assuming you're trying to add the bulb directly to Hubitat as a regular Zigbee device.
(How you use the Add Device page doesn't affect what driver ultimately gets chosen--i.e., the result will be the same whether you use the menus to navigate to a Hue bulb or just do a manual Zigbee pairing. Your bulb is apparently providing a finger print that isn't a match for any built-in driver. There's a way to get that if you feel like helping out and providing that so they can add it, otherwise the above should work.)
But also note the general caution above about Zigbee bulbs. Many people use a Hue Bridge or a separate Hubitat hub for this reason. See the "Tips..." section in this document for more: How to Build a Solid Zigbee Mesh | Hubitat Documentation