Nik wax is the brand name and they do a whole range of stuff for different applications.
For your waterproofs you want the tech wash and the tx direct. The tech wash is like a safe detergent and the tx direct is the chemical that gives the out layer a coating which causes the water to bead off.
Nik wax is recommended by gore-tex and you can buy it in bulkier amounts, that makes it quite good value, especially as you don’t need to use much and it lasts quite a while.
Definitely recommend it as it helps prevent your waterproofs taking on that heavy saggy feeling when they get saturated.
But just remember nothing breathable is 100% waterproof and if you sit in the rain for long enough you will eventually get wet, no matter what you treat it with.