SOFI Belgrade

Local natural cosmetics

Maša from Belgrade

"SOFI's approach is ethical and sustainable, elaborate but effortless, and represents a great example of a high-quality local brand."

SOFI is a Novi Sad-based cosmetics brand founded by Draženka and Goran, and apart from the store in their home town, they also run this one, located next to Topličin venac. What started off as a small production of aesthetic natural soaps developed into a serious family manufacture, which offers a range of carefully crafted skincare products you can learn about in this little shop.

SOFI's approach is ethical and sustainable, elaborate but effortless, and represents a great example of a high-quality local brand. They pay attention to details but also to the ecological footprint, while they also follow the idea of skin minimalism. Whether it is an oil, a serum or a body mist (my favorite is face cream with almond and aloe vera!), the products are built from the finest ingredients and placed in smart, simply designed packaging.

Belgrade-based architectural studio AUTORI designed this store with the organic and sincere approach of the SOFI team in mind. They chose the unpolished stone as the basis for the interior, and it stands in contrast to the bright color of the shelves and the gentle drapes. The atmosphere of the space is airy and clean, especially when it is covered with sunlight. The subtle scents fill the room so the browsing is quite enjoyable, but in case you have any questions, the friendly staff will help. If you prefer, you can always explore the selection beforehand on their website.

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Belgrade Spotter Maša

About me I am a writer dedicated to various forms of text, as a poet, an essayist, a researcher and an editor. I studied film and this is the field I mainly work in - as the Co-Programmer of the Brave Balkans (Belgrade Auteur Film Festival), as the Program Director of Filmkultura (Association for Education in Audiovisual Culture) and as a PhD candidate at the Faculty of Dramatic Arts (Film and New Media Theory, Memory Studies). I've worked as part of various media outlets and publications, both as an author and an editor-in-chief, while throughout the years I have contributed to local an...

About this spot

Maršala Birjuzova 34

A bar of soap:

RSD

450

Website

+381

112620973

Social

Oct 25, 2025

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