I'm certainly no expert on color film, but I've often shot both Kodak and Fuji sheet film of the same subject to see which palette I prefered.
In sheet film, I really prefer Kodak Portra 160 NC. Accurate, subtle color you can use anywhere with beautiful skintones. And no reciprocity issues. Much superior to the Fuji NPS I used in comparison, which seemed more pumped up (particularly in the greens), i.e., "American".
For smaller formats, 35mm and medium format, I've fallen in love with Portra 400 UC. Despite the name, the colors are not "over the top" in terms of color saturation and the skin tones are beautiful. It is very fine grained. It's a film you can use anywhere, for any subject from portrait to landscape, sunshine to rain.