> just turning on any bright lights

Umm, it really depends where those lights are relative to the camera.

None of us look our best when light brightly from directly overhead, or from one side, or - if you're really after that Dracula look - from directly underneath.

The sun is a unique (free!) light source, particularly if you're able to get access through a North-facing window. It's quite costly (time and money) to get anywhere close to replicating that effect using artificial lighting.

I know what you’re getting at, but for people who can’t rearrange their house, good lighting is definitely cheaper than a north facing window :)

Exactly. I put couple of Ikea Torsbo(? or something similar, can't remember the exact model) next to my monitor and they provide nice soft light to the face, which amazes some people. Literally spending 20€ on some cheap tabletop lamps would improve the quality dramatically for most of the people. I don't even have any fancy cameras, just a Logitech Streamcam I bought from some discount sale.

Tokabo? https://www.ikea.com/us/en/p/tokabo-table-lamp-with-led-bulb...

if you don't have a window, you have a wall. do you have a desk lamp? point it at your wall. instant softbox