(London) After over 20 years of campaigning, ethical beauty retailer The Body Shop and non-profit organisation Cruelty Free International are finally celebrating the end to animal testing for cosmetics in Europe with the anticipated announcement that the import and sale of animal tested cosmetic products and ingredients is to be banned in the EU on 11th March 2013. Cruelty Free International Chief Executive, Michelle Thew said: “This is truly an historic event and the culmination of over 20 years of campaigning.  Now we will apply our determination and vision on a global stage to ensure that the rest of the world follows this lead.” Paul McGreevy, International Values Director at The Body Shop paid tribute to customers who have supported the company’s campaign against animal testing in cosmetics for many years and said: “This great achievement in Europe is only the closure of one chapter.The future of beauty must be cruelty free.”