Basic Instinct/JLA Projects AB

Basic Instinct was born out of a passion for change and innovation. Since 2010, we’ve been revolutionizing how people experience and purchase intimate care products, establishing ourselves as the leading distributor in the Nordics. With a strong background in art, PR, and IT, paired with a keen eye for the evolution of popular culture, we’ve crafted a product range that sets the standard for safety and environmental consciousness across the industry. Under visionary leadership, we’ve not only surpassed the EU's stringent industry standards but also spearheaded the development of the world’s first ISO standard for sex toys. We don’t just follow trends—we create them. Our mission is to provide products that not only enhance but transform the everyday lives of our customers. In 2023, we took a significant leap forward by launching our new business segment in beauty, introducing cutting-edge brands like CurrentBody Skin and ZIIP. This venture into the beauty sector combines innovation and technology, delivering impactful results across both B2C and B2B channels. Through strategic investments and close collaborations with our retail partners, we’ve amplified our visibility and strengthened our market position. We’ve achieved robust delivery capabilities through meticulously implemented routines and optimized processes. This has reinforced our supply chain, ensuring we consistently meet customer demands with reliability and precision, regardless of market fluctuations. As we continue to expand our offerings, sustainability and quality remain at the core of everything we do. With a new COO driving efficiency in internal processes and further optimizing our supply chain, we’re poised for sustained growth and innovation. Welcome to Basic Instinct—where innovation meets quality and beauty, and where we strive to elevate your life every day.