In our conversation with Maša Seničić — a playwright, poet, and essayist — we talked about the origins of SOFI Skincare and its growth. We touched on trusting the process, on ingredients, products, and the values that make SOFI stand out.

 

 

What would you like people to think of first when they hear the name 'Sofi'?

 

Draženka:
Gentleness. That word is part of our brand's copy — Tender Care for Those who Seek Tenderness. I would love for it to make people think of caring for themselves, for others, and for the things they choose to surround themselves with daily.

 

 

 

What’s a lasting memory you have of cosmetics from your childhood?

 

Draženka:
The scent of perfume and the empty bottles I used to collect as a child. I found them interesting because of their shapes, names, and the way they felt in my hand. Back then, cosmetics seemed serious, like something meant for adults. Now, it feels more like a relationship than a product. It’s how I show care for myself.

 

 

What is the foundation of your trust in the SOFI creation and research process? Has that feeling evolved over the years?

 

Goran:
We’ve never done things just because they're expected or because they seem to 'sell well'. Every product was created to meet a specific need. Over time, we’ve gained a better understanding of the raw materials, the technology, and the people we work with — and that has given us confidence. In the beginning, it was more about exploration. Now, we have a clear process and set criteria.

 

Creativity is important, but nothing can succeed without a solid procedure. If you want a high-quality and safe product, you need to know exactly what you’re doing — and be able to replicate it consistently.

 

 

Can the inspiration for a product stem from anything, from emotions to scents? And how long, playful, and uncertain is the journey of development after that initial spark?

 

Goran:
It can. Sometimes it’s a scent, sometimes a plant, texture, packaging, or even just something we feel is missing. But no matter how personal or intuitive the inspiration is, the journey from idea to product is long.

 

We never rush things. When we create the initial draft of a product, we often experiment with different combinations until we’re truly satisfied with the final result. The hand cream was the only product we got it right from the start, we knew instantly that it was the one. Most of the time that’s not the case, so we do a lot of trial and error, and sometimes we even abandon a product if it doesn’t turn out the way we want.

 

Only when we’re confident in the formula do we move on to testing and safety assessments. It usually takes at least six months, and sometimes more than a year for the product to reach the shelves after the initial concept.

 

What guides you when you think about ingredients and their combinations — is it their origin and effectiveness, color and scent, the unusual clashes of raw materials?

 

Draženka:
For us, the origin is what matters most. Not only in terms of geography, but also where the raw materials come from, their form, and the quality they embody. For example, the form of Vitamin C you use matters, and even when two raw materials share the same name, they can be very different. There are significant differences in terms of purity, stability, and effectiveness. That’s why we always choose trusted suppliers and work with raw materials that have passed our internal evaluation. We don’t look at ingredients in isolation. What matters to us is how they work together, whether they complement each other. Some ingredients that are effective on their own can have an even better effect in combination with another, while others may neutralize each other or disrupt the balance of the formula.

 

It's the synergy between ingredients that guides us — how they come together to have a good effect on the skin.

 

 

 

Which product would you consider your signature product, the one that stands out the most within the SOFI collection? And which one is your personal favorite?

 

Goran:
The hand cream with shea butter has become something that people recognize us by. My personal favorite is the universal cream - vetiver. When I first heard about vetiver, I knew I wanted to create a product that would contain that ingredient. The vetiver extract we use comes from a sustainable process, it's derived from exhausted roots, a byproduct of the perfume oil production process. It provides rich hydration and supports three key lipids in the skin: fatty acids, ceramides, and cholesterol. It makes the skin look more rested, and fine lines are softened. I love everything about this cream — how it hydrates, how it smells, and the fact it's multifunctional.

 

Draženka:
My favorite is the Haberlea serum because it truly represents our approach to formulation. Although its formulation is complex and the result of an extensive research, it is simple to use and provides well-rounded support for the skin, exactly the kind I love. It can be used alone, or as part of a more layered routine. I often use it on its own, especially during the day when I apply just the serum and a light SPF. In the evening, after cleansing, I love to combine it with a few drops of squalane oil, followed by a gentle massage.

 

 

 

The design of your packaging and store interiors evokes a sense of thoughtfulness and sensuality. What kind of spaces and objects serve as references that inspire you?

 

Goran:
We are inspired by spaces that have a functional aspect, like old pharmacies, workshops, and perfume stores. We don’t like things that are simply beautiful without serving a purpose. It’s not our goal for the space to dominate, even though we appreciate good design and beautiful interiors. The space and packaging should convey the idea and put the products in focus.

 

 

 

What makes SOFI a true Novi Sad brand, aside from its geographic origin? In other words, would your skincare be Novi Sad if it were a city, or would it be somewhere else?

 

Draženka:
SOFI captures the spirit of Novi Sad through its pace, unpretentiousness, and simplicity. It’s a city where life moves at a slower pace, and there’s time for the things that matter, that’s our rhythm as well. Clean, simple, and minimalistic care.

 

When you enter our stores, it's clear that these aren't places for a quick purchase. Everything invites you to slow down, to touch, and to explore. I think we’ve brought a bit of that Novi Sad slowness to our store in Belgrade at the bustling Zeleni venac.

 

 

 

Finally, pure fiction: in which movie would SOFI products appear naturally and effortlessly? Help us imagine that scene, perhaps even the soundtrack.

 

Draženka:
I imagine a scene from the film Stealing Beauty with Liv Tyler in a simple summer dress, washing her face in scilence above a stone washbasin. Slow lighting, water, no dialogue. A SOFI soap could fit perfectly there.

 

Goran:
Definitely the soundtrack from Only Lovers Left Alive.