Beauty and personal care producer Nu Skin Enterprises, one of the major direct selling companies, is forging ahead with its biggest overseas investment to tap the potentially huge opportunity in China's anti-aging cosmetics market.

The company, based in Utah in the United States, plans to invest over CNY300 million (USD47.28m) in its China headquarters in Fengxian District in Shanghai. It will be the company's first overseas regional headquarters for operation, research and development, and manufacturing activities, which is due to open in 2013.