Or are they all created equal?
Orange Seal.
It has the advantage of sealing holes, not like that Stan's ***** which is only good for the tiniest thorn punctures.
APF
My Jumbo Jims have stayed up ghetto tubeless, without me having to fettle the pressure, using OKO Off-road Sealant; a lot cheaper than cycling specific tubeless sealant.
Make sure the valves match the inside contour of your rims.
Some have a rounded profile and some are more square. The rubber seat of the valve needs to match or it might not seal up properly.
Truncated conical valves and orange sealant. Plus decent rim tape. For road I like Silca. Most of my sealant by problems have been down to valves.
I like the superstar red ones, but have used the extended Silca ones on some deep section wheels. Both conical valves.
Stans valves have been good to me as well, but as said, the sealant isn’t much good for anything bigger than pin pricks.
All you need here
www.uberbikecomponents.com/view-product/Uberbike-Tyre-Matrix-Tubeless-Conversion-Kit-500ml