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.