The best replacement for bright white is soft white.

The best alternatives to bright white are rated as following:
★★★★★  soft white
★★★  cool white
★★  daylight
★★  daylight bulbs
★★  daylight cfl
★★  natural daylight
★  warm white
★  daylight bulb
★  daylight led
  natural light
  soft white light
  soft white bulb
  stone white
  soft white light bulbs
  natural white

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Google Trends

Scale is based on the average worldwide traffic of bright white in all years. Click on graph for more.
bright white
soft white
cool white