What is the best Pomade / Wax / Gel?
It depends ...
The style, look and the feel that you're after can be met by any number of products. For that Ronnie Reagan slick-back look, you'd want a high shine oily pomade. You will get oil all over your pillows and there'll be a time while your head gets used to it and you might get spots. If you've a pomp or a mohican, or something that needs volume or hold then pastes and waxes are the way to go. Back in the punk days, we used anything from sugar water to super glue.
For short hair, I think waxes and pastes are best. For longer hair which doesn't go curly with product, creams or pomades work well. For hair that goes curly with product, pomades can exacerbate that. So, go cream.
Personally, I like Brylcream Cream, which is water-soluble, gives a low-shine hold and can be re-styled with a little water. I have a slick-back floppy quiff, kinda. I don't like it stuck in place.
Take a look at UpperCut:
https://uk.uppercutdeluxe.com/ < there's a whole set of products depending upon what you want: water vs oil; strong vs light hold; shiny vs matte look.
... but to answer the original question
@Bogeyman - Yes, there's a lot of snakeoil, just as there is in the "beard oil" products. Yeah, yeah! Everything is "artisinal" despite being made in the same factory as every other sourced from the internet and rebadged product. There are a good number of established and legacy brands which have stood the test of time. There are also a number of new producers who have looked at it and determined a gap in the market.
Scented is a nice enough idea, but to be frank ... pomade smells of pomade and that's kinda the point. Just use an EDT or perfume oil if you want to smell of something.