If you've just purchased a new Hue bulb but it can't be found via the Hue app, there are a few options open to you. The first thing to do is to turn it off and on again. Yes, this often works just fine! Make sure that the Hue bulb has power (i.e. the light is shining), and then go to your Hue Bridge (or Bluetooth control device, e.g. your phone) and ensure the power is on there too. If they are, try the setup process again. If the bulb still can't be found, try moving the Hue Bridge (or Bluetooth control device) close to the bulb. Then turn it off/on again, and try again. If this still doesn't work, try adding it via the serial number instead - there should be a blue button in the app for this approach. The serial number is on the side base of the bulb (not the box), so get this and add it via the app. Hopefully this will work as it's the more targeted solution, but if it doesn't you have two final options open to you: 1. Double check whether the bulb has already been added. Maybe it succeeded a single time without you realizing. Perhaps you should even restart your phone and go back into the app, just to make sure that you see the freshest data possible. 2. If not, contact Hue support. Tell them everything that you have tried, and they may suggest further steps to try - or they might simply send you out a new bulb.