As for my personal make up, as long as I have checked baggage I can shove it in the suitcase and take as much as I want (the only consideration being weight). That way I can also put tweezers, nail clippers and a perfume atomizer in there as well. Don't forget a pencil sharpener for lip and eye pencils and it's also a good idea to take a small travel mirror with a fold away stand because the lighting in some hotel bathrooms can be inadequate.
Downsizing your kit is essential if you want to avoid inconvenience and delay at the security check. I take on board the things I usually need like lip balm/lipstick, hand cream, antibacterial gel (I'm never without it!), a small tube of moisturizer, an emery board and a travel size toothbrush and toothpaste.
Depending on where you are going as long as liquids and gels are under 100ml and you don't have too many it's usually okay. Don't forget you have to display them in clear plastic bags. My favorite is by Muji - they do a great clear plastic wallet with a zip in 3 sizes and they are a stylish way to carry the items you need to show.
For current flight liquid restrictions http://www.virgin-atlantic.com/gb/en/travel-information/baggage/restrictions/liquid.html