Each item can be up to a 100ml size. so as many as you can fit in the size of bag that they allow. Most airlines have this listed on the hand luggage section of the airlines website. works out to be a small/medium (depends on where you buy them) zip lock sandwhich bag.
I have taken roughly the following, shampoo and conditioner, shower gel, mascara, contact lens stuff and some of the other bits of make up etc all in the take away sizes and they had not problem with those as long as the bag closed.