I use a mix of products; GW's metallics, Chaos Black and Skull White, because I use them up fast enough that they don't polymerize. The only GW lids that keep paint good for me are the really old flip ups on the hexagonal pots. I still have a Flesh Wash from those days...No matter screw on or new flip up, they will die in less than 2 yrs. This may sound like a long time, but I'm actually still painting with CDS paints. Dark Earth Brown and Hide Brown, as well as the greys are staples on my pallette. Tragically, my last bottle of Storm Blue Grey, the go to colour for parkerized finishes on small arms, finally died.
I also really like Vajello, both for their range of colours and the drop lids. I've only been using them for about 5 years now so I don't know if they'll really last... I also have a few Reaper Master Paints that perform similar to Vajello...their Rosy Flesh, shadow and highlight is very convenient.
Liquitex has certain shades that are unmatched in vibrancy, like the thalos, and dioxazine purple, but since I don't do other art much any more, it's wasteful to buy just for figure painting.
I use craft paints only for terrain. It's too grainy for detail work, in my experience.
I use Tamyia and Testors aerosols for base coating vehicles, but have never been able to get decent results with the pots. Way, waaay back in the day I did paint with Humbrol and Testors enamels...Finally, I always use a pallette, usually a 40 mm Citadel base or a Heavy Weapons Team base. Eventually, the paint becomes a textured base for a model.