I carry a little make-up kit in two zippered pouches in my larger purse/bag. One of the pouches has the basic stuff I use all the time like tweezers, a basic mascara, eye brow pencil, eye liner, concealer, foundation, etc. The other one I switch out more often and it has usually a few lipsticks/glosses, a small neutral eyeshadow palette, and then singles of eye shadows.
But in my smaller purse, the one I actually carry around with me, I just carry lip balm, whatever lip product I am wearing that day, and maybe one other current favorite lip item.