The basic rule of thumb is that anything that holds its shape outside of the container at room temperature is fine. Anything that doesn't is a liquid. So lipstick is fine, but lipgloss needs to go in the 3-1-1 bag.
There is one caveat with foods - liquid condiments like peanut butter, cream cheese, mayonnaise, ketchup, etc. need to go in the 3-1-1 bag is they're in containers, but they're fine if they're already on a sandwich.