A BEAUTY business has beaten thousands of other firms to reach the final cut of a national business competition.

Bicester-based Shared Beauty Secrets, which supplies lava shells used for massage in spas, is waiting to hear if it is one of 30 through to the semi-finals in Pitch to Rich.

Run by Virgin Media, the contest mixes public voting and a judging panel, which includes Sir Richard Branson.

Treatments offered by Shared Beauty Secrets are used by celebrities, including the likes of Millie Mackintosh, Callum Best and girl band The Saturdays.

The shells, imported from the Philippines and heated using an exothermic reaction, are used in 2,000 hotels, spas and salons, including Oxford’s Belfry Hotel, Champneys, Ragdale Hall, Harrods, Bannatyne health clubs and Sir Richard’s island, Necker.

The treatment has also featured on an episode of TV series The Apprentice.

Director Clare Anderson, who lives in Clifton, near Deddington, said: “I started with just a £10,000 bank loan, so what’s happened since is amazing.”

The 39-year-old mother-of-one had the idea five years ago, while on holiday in the Philippines, when she spotted the shells being used for massage.

It was reading Richard Branson’s autobiography that inspired her to quit her well-paid job with a skincare company and take the plunge.

Ms Anderson said: “For such a tiny firm, we have done tons of exciting stuff.”

If the judges send her through to the semi-final, Ms Anderson will need public votes to reach the final and could win £250,000-worth of advertising support.

To find out more, or to vote, visit virginmediabusiness.co.uk/pitch-to-rich