While the quality of the paint job might be subpar, exterior spray paint is an easy, inexpensive option that can work. Exterior spray paint is water resistant, so it is not going to be washed off by use of the shower. You would only want to use spray paint to cover small patches of block filler and sealer used for repairs. The spray paint would not quite match in most cases, but over a small enough section this should not be an issue. It is not the ideal option, but it is a fast and easy method that can be useful for patch work.
Block filler is an acrylic emulsion that effectively functions similar to an acrylic primer. Acrylic paints work just as well on a block filler as on a surface prepared with an acrylic primer. Once dry, acrylic paints are water resistant, which make them suitable for showers and other wet areas. The water resistant property of the paint also provides an additional layer of protection over the sealer in the block filler.
One option that exists prior to applying the block filler and sealer is to use a block filler that serves as a paint. The base function of these products is still a block filler, which is still the main purpose for using it. The block filler has a pigment mixed into it, so it functions as a paint, as well. The advantage of this method is that you only need to apply one product to the concrete, but it is not an option if the block filler is already present. A pigmented block filler is the ideal option when applicable.
Epoxy should be used when dealing with older block fillers. Modern block fillers function more like paint in application and use, but this was not always the standard. Older style block fillers were more similar to concrete in terms of application and curing. These fillers were heavier and more difficult to apply, so they have fallen out of use. Unless you are covering block filler in an older building rather than painting newly applied block filler, you likely are not going to need epoxy. It is still a good choice and does work with modern block filler, but acrylic paint and pigmented block filler are both easier options with similar results.