Cosmetics made with ingredients tested on animals is no longer allowed in the European Union, under a ban that took effect Monday.
The European Commission, the governing body for the 27-country EU, said in a statement that the new rule “is in line with what many European citizens believe firmly: that the development of cosmetics does not warrant animal testing.”
Officials said they plan to support development of alternative testing methods and to preach the virtues of animal-free makeup to other countries, including the U.S. The commission said it made $309 million available from 2007 to 2011 for research on such alternatives.
“This is a great opportunity for Europe to set an example of responsible innovation in cosmetics without any compromise on consumer safety,” said Tonio Borg, the commissioner in charge of health and consumer policy, in a statement.