As mentioned, Godox is solid. Switching to the Godox V1-C Flash for Canon matters because its Li-ion battery recycles way faster than AAs... basically a necessity for your 90D at events!!

yo, honestly i feel u on this one - the pop-up flash is basically useless for anything beyond a quick snap. Over the years, I've tried many different setups, and while I started as a total beginner with native gear, switching to third-party units like Godox literally changed everything for me. In my experience, if ur looking for the best bang for ur buck with the 90D, skip the Canon Speedlite 430EX III-RT. It's a solid unit, but for around $300, it's kinda underpowered compared to the newer tech out there. I'd highkey recommend the Godox V1-C Flash for Canon or the Godox V860III-C TTL Camera Flash. Both are fully compatible with the 90D system and support E-TTL and HSS perfectly. I used the V1 for a cousins wedding last year and the round head gives such a smooth, natural fall-off... it's seriously night and day compared to the harsh rectangular beam on standard flashes. Plus, that lithium-ion battery is a life saver. You get like 480 full-power flashes on one charge! No more fumbling with 12 AA batteries in ur bag lol. The Godox V860III-C is usually around $230, and the Godox V1-C sits near $260. Both are way under ur $400 cap, leaving u extra cash for a Godox X2T-C TTL Wireless Flash Trigger if u wanna try off-camera work later. Honestly, Godox has been super reliable for me even in fast-paced events. TL;DR: Grab the Godox V1-C Flash for Canon. It hits all ur specs for HSS and E-TTL, has better light spread, and that li-ion battery is a total game changer for under $270. gl with the family shots!!

sooo, I totally feel u on the pop-up flash struggle. it’s basically just there for emergencies, tbh. the reason you're struggling is that the light is too small and direct. for the professional look you want on your Canon EOS 90D, you need to bounce light, and that requires some serious power. e-ttl matters because the camera does the math for you, and hss is a must if you wanna use wide apertures outside without overexposing everything. since the Godox V1-C Flash for Canon was already brought up, I’d actually point you toward the Godox TT685II-C Flash for Canon as a more budget-friendly alternative. it’s got all the e-ttl and hss features you need but costs significantly less. I’ve used it for tons of family events and it’s pretty reliable. just be careful with the battery door, it can be a bit flimsy if you’re rough with it. another one you might want to consider is the Yongnuo YN600EX-RT II for Canon. it’s basically a more affordable version of the high-end canon speedlites and it supports the same radio system. for under $200, it leaves you plenty of room in your budget for a good set of Panasonic Eneloop Pro Rechargeable AA Batteries and a diffuser. honestly, third-party stuff is totally fine these days as long as you stick to the reputable brands like godox or yongnuo. just make sure to check for firmware updates right away... it makes a huge difference with newer bodies like the 90D. gl!

I'm with the others on this. Over the years I've tried many different setups and honestly, the big name-brand stuff just isnt worth the markup anymore.

• Go with Godox and you really cant go wrong. Their wireless system is way more intuitive than the native Canon stuff.
• Just get any of their models with the rechargeable lithium packs. Dealing with AA batteries at an event is a nightmare you dont want.
• Third-party reliability has come a long way, and I've found them to be just as consistent for E-TTL these days. The 90D is a great body and it works perfectly with these units. You'll get way more bang for your buck going this route and probably have enough leftover for a decent modifier or two.

No way, I literally just dealt with this yesterday. Small world.