diff --git a/homeassistant/components/tplink/light.py b/homeassistant/components/tplink/light.py
index 08e5507baf4..4d7d7a6acc9 100644
--- a/homeassistant/components/tplink/light.py
+++ b/homeassistant/components/tplink/light.py
@@ -337,7 +337,12 @@ class TPLinkSmartLightStrip(TPLinkSmartBulb):
     async def async_turn_on(self, **kwargs: Any) -> None:
         """Turn the light on."""
         brightness, transition = self._async_extract_brightness_transition(**kwargs)
-        if ATTR_COLOR_TEMP in kwargs:
+        if ATTR_EFFECT in kwargs:
+            await self.device.set_effect(kwargs[ATTR_EFFECT])
+            # We need to set the brightness separately until upstream allows defining it for set_effect.
+            if brightness is not None:
+                await self._async_turn_on_with_brightness(brightness, transition)
+        elif ATTR_COLOR_TEMP in kwargs:
             if self.effect:
                 # If there is an effect in progress
                 # we have to set an HSV value to clear the effect
@@ -348,8 +353,6 @@ class TPLinkSmartLightStrip(TPLinkSmartBulb):
             )
         elif ATTR_HS_COLOR in kwargs:
             await self._async_set_hsv(kwargs[ATTR_HS_COLOR], brightness, transition)
-        elif ATTR_EFFECT in kwargs:
-            await self.device.set_effect(kwargs[ATTR_EFFECT])
         else:
             await self._async_turn_on_with_brightness(brightness, transition)
 
diff --git a/tests/components/tplink/test_light.py b/tests/components/tplink/test_light.py
index e5d20276490..2a5ce81af31 100644
--- a/tests/components/tplink/test_light.py
+++ b/tests/components/tplink/test_light.py
@@ -434,6 +434,19 @@ async def test_smart_strip_effects(hass: HomeAssistant) -> None:
     strip.set_effect.assert_called_once_with("Effect2")
     strip.set_effect.reset_mock()
 
+    # Setting an effect with brightness calls set_brightness implicitly
+    await hass.services.async_call(
+        LIGHT_DOMAIN,
+        "turn_on",
+        {ATTR_ENTITY_ID: entity_id, ATTR_EFFECT: "Effect2", ATTR_BRIGHTNESS: 255},
+        blocking=True,
+    )
+    strip.set_effect.assert_called_once_with("Effect2")
+    strip.set_effect.reset_mock()
+
+    strip.set_brightness.assert_called_with(100, transition=None)
+    strip.set_brightness.reset_mock()
+
     strip.effect = {"name": "Effect1", "enable": 0, "custom": 0}
     async_fire_time_changed(hass, dt_util.utcnow() + timedelta(seconds=10))
     await hass.async_block_till_done()