baslac® celebrates 20 years of global growth and customer success

baslac®, a brand of BASF Coatings, celebrates its 20th anniversary on March 20, making two decades of fast, reliable, and accessible repair solutions for body shops around the world. Started in 2006, baslac has since evolved into a globally trusted refinish brand available in more than 90 countries. Today, baslac offers a complete portfolio ranging from primers and basecoats to VOC compliant, fast-drying clearcoats, and get access to Refinity digital platform designed to streamline colour matching, training and workshop efficiency.

Developed using BASF Coatings’ strong technical expertise, baslac was launched as a simple, accessible system built for the everyday realities of body shop. Building on a strong start in the Asia-Pacific region, the brand expanded into Europe in 2014 to meet the growing demand for high quality, efficient repair solutions. With baslac’s introduction of the baslac 45 waterborne basecoat in 2018, alongside a fast, VOC compliant line-up of undercoats and clearcoats, baslac expanded its offerings for body shops looking for high quality and simplified solutions. This growth continued as baslac entered North America in 2021.

baslac has completed its product and service ecosystem with Refinity, a flexible digital solution that streamlines workflows and enhances refinish operations, giving painters and distributers instant access to digital colour support, smart tools, and on-demand training designed to simplify workflows and increase repair accuracy.  

A stronger, value-driven approach for 2026 and beyond  

Building on 20 years of global success, baslac will sharpen its competitive, value driven positioning with a streamlined portfolio and an optimized distribution model aligned to the logistics and performance needs of body shops, fleets, MSO aftersales repair networks.  

 “We proudly celebrate the success of our brand and our customers around the world, who demonstrate every day how effective and straightforward a paint job can be with baslac”, says Jane Niemi, Head of Global Marketing, Automotive Refinish at BASF Coatings: “We are especially committed to supporting distributors and body shops who want to grow with effective, easy-to-use solutions. With Refinity now available to baslac customers from 2026, daily operations become even more efficient for independent body shops, MSO’s and distribution channels.”