"I literally lost about US$50 or US$60 worth of things we were told to throw out," said Terry Asbury, who flew into Cincinnati from Albuquerque, N.M., and found herself dumping all her cosmetics.

At Minneapolis-St. Paul International Airport, Kristin Reinke, of Champlin, Minn., complained to her husband, Mike Reinke, "I just threw out $34 worth of hand lotion."

He was sympathetic, but accepted the Transportation Security Administration's reasons for the ban.

"What are you going to do?" he said. "I guess you have to be safe."

Amanda Volz, a TSA screener in Minneapolis, said she hoped more travelers would take that attitude Friday.

"There's some moaning and groaning, and a few people who get angry, but once you explain it to them, they are more lenient about giving it up," Volz said. "You just try to make them understand that it's for their safety."

The ban on liquids and gels covered such things as shampoo, toothpaste, contact lens solution, perfume and water bottles. The only exceptions were for baby formula and medications, which had to be presented for inspection at security checkpoints.

Liquids are allowed in checked bags because those suitcases are screened for explosives and are stowed in the cargo hold beyond passengers' reach.

Other security measures were also ramped up at airports. Governors in Massachusetts, California and New York sent National Guard troops to major airports in their states.

Ray Watson figured the ban on carrying liquids onto flights would prove a boon for one industry: makers of toiletries.

"I can't imagine all the millions of dollars that the Colgate-Palmolives are going to reap from this," said Watson, 40, of Denver, as he waited to pick up his luggage at Los Angeles International Airport. "The Dumpsters in Phoenix were filled with shampoo and toothpaste."