LIor: actually it is more complciated because we say “mutov shejehei shoggegim mishejehei meizidim’ and if someone does not know the halocho , it is better not to tell him/her so as not to make him a “meizid” (only exception if it is explicitly written in the Torah)
DaasYochid: applying toohpaste with a brush is the normal way of doing,hence it is “kedarko”. and, indeed, as apashatuyid testified, his Rov allowed toothpaste to be rubbed on with the fingers- although I don’t know his reason, “kelachar jad’ is as good as any other.
Equally, lipstick is applied with a stick and, as far as I know, only in such a way-hence ,it is “kedarko” Balms and creams are applied more often with the fingers (vaseline,for example) and hence, with a “kli’ would be “kelachar jad”.
May I also point out thast R”Moshe’s shittah about toothpaste is not universally accepted. I don’t know about lipstick.