Applicators for use in retrieving product (generally a liquid) from a reservoir, with an applicator for entry to the reservoir coupled to a cap. The cap is configured to be selectively actuated by including a squeezable element. Unlike “bulb” based devices having a cap in the common form of a bulb, a more modern look is created with a cylindrical or other cap shape. The cylindrical cap in one example has generally rigid sides with a squeezable or depressible element having an accordion-type design. The accordion-type design may be hidden from a user. In another example the cylindrical cap has a rigid top surface and is squeezable from its sides. In yet another example, the cylindrical cap is flexible on its sides and top, but does not have the commonly known bulb-shape. The applicator may be, for example, a diptube, a doefoot applicator, a sponge, a plastic, a brush, or any other suitable applicator for cosmetics.