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.
Explore Belgrade like a local with Spotted by Locals - discover hidden gems and all our locals’ favourites! Get full access to our Belgrade guide.
"Tuk Tuk" in Belgrade is riding the wave of new South-East Asian restaurants in the city. If you're hungry for some good Thai, look no further...
By
"Galerija čokolade Premier" in Belgrade is owned by people who really try hard to please chocolate lovers. My favourite is the milk chocolate raspberries.
By
"Stari šlep" is the perfect restaurant for the summer days/daze in Belgrade. Its name means 'the old barge' - I'd recommend a fish soup and salad here.
By
"Radecki club/restaurant" on Belgrade's Zemun quay: a true local oasis - no espresso here, just plain good old 'domestic' Turkish coffee. Lots to see here.
By
"Balkan Ekspres restaurant" is in Belgrade's Zemun, a city of its own. This place is worth visiting if only just for the views from inside the train car...
By
"Illegal Cinema" in Belgrade is a very special institution. Everyone can suggest a film for screening, if they start a discussion about it at the end...
By
The daily menu can, for example, include pumpkin with leek and poppy seeds, Thai curry with dried banana, chutney and raita. Or the good old veggie burger.
By
The Residence of Princess Ljubica in Belgrade is one of the few buildings that date to early the 19th c. Discover the bourgeois Serbia of the past!
By
Sinnerman Jazz Club in Belgrade hosts great jazz bands of course, but I really like their terrace with the great city views and its dark beer on tap!
By
After 40 years of providing the people of Belgrade with the best steaks, "Morava Butcher Shop" is now the first Meat Concept Store in town...
By
The "Stefan Nemanja Monument" in Belgrade is the city's largest - it always reminds me of The Lord of the Rings...
By
197 Insider Tips from our local Spotters
Authentic Stories by Real People
Escape the crowd & travel slow 🐌
✓ 197 Insider Tips from our local Spotters