Go to big lots and grab the turtle wax platinum tire gel for $3.00.... it is incredible. Looks very good, shiny without being sugar coated and being a gel, it lasts weeks.... only downside is that being a gel you need to work harder to spread it evenly on the tire.....
After you grab the TWPTG, go to autozone / murrays and grab a pack of eagle one tire swipes, you will need them as the applicator that comes with the gel is too soft...
The aerosol of this product is also very good.
My current favorite for looks remains mothers reflections for the deep dark matte look, but overall the TWPTG is better as it looks almost as good (or better depending on your preferences) applies almost as easy and will kill reflections in durability.
I have tried many products including Eimann Fabrik Black Sapphire at $25 bucks a bottle. However, I keep going back to a product that is very fast, easy to use, looks great and has a great spray nozzle. My GO TO product for tires and wheel wells is Stoners More Shine Less Time.
I picked up a couple cans of NXT Insane shine for a few bucks a can...turns out I really like it. It wasn't too shiny with one coat and it's not messy, and no sling and seems to last pretty well..
I should have picked up more, as I can't find it under $6 a can now I've always got ol reliable Endurance Gel as a backup
Seeing as I do not like glossy tires, the best OTC I have found is megs #40. I apply it, let sit, buff lightly and the tires look awesome, but it has minimal cleaning properties even though it says cleaner and protectant, so I always clean the tires thoroughly first.
I also like CG natural shine, but that is not OTC.