Main Characters
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Beatriz "Betty" Aurora Rincon Lozano
Beatriz, or Betty as she's referred to by almost everyone, is a smart, shy and sweet young woman who throughout her entire life she has been made fun of or discriminated because of her looks, with more than one person calling her ugly to her face. While really intelligent, hardworking and studious, she has had bad luck in finding or keeping jobs because in the end, her bosses always seemed to prefer to keep the prettier coworker. She finally gets a chance for a job in the fashion house V&M, thanks to a fortuitous encounter with the recently appointed president, Armando Mendoza, who she helped escape from an unlucky situation involving him and an ex lover, hiding it from his fiance, Marcela. Thanks to her intelligence and hard work she ends up being invaluable to Armando but her devotion to her new boss will prove to bring more than one problem into her life.
- Beautiful All Along: Towards the end of the series, right at the point where she realizes she deserves better than the way she was treated all those years, she would go through a makeover that would show that she was this in order to help boost her already rising confidence and inner strength.
- Beware the Nice Ones: It's a known fact to all that Betty is one of the nicest and shyest people working at V&M, however, everyone has a breaking point and Ricardo and Daniel crossed her in several occasions and once she managed to gather enough courage and confidence, she never hesitated in putting them in their place and even humiliate them just as they humiliated her.
- Book Smart: Had the highest grades on top of also having great work ethic and reputation. However, she's really naive in many ways, especially when it comes to personal relationships so more often than not people try to take advantage. It doesn't help that she's judged harshly based on her appearance, which greatly affects her self-esteem and confidence.
- Cassandra Truth: Several times in the series she tries to warn Armando and Ricardo that some of their decisions may not be the best, almost always falling in deaf ears. For example, when they were interviewing for a cheaper broker through whom they would receive the textiles needed, Ricardo and Armando jumped on the opportunity to make a deal with an unknown broker who promised quality fabric at less cost, requiring that they paid in full upfront. This raised several alarms for Betty who cautioned against the move, but Armando and Ricardo bypassed her, ending up scammed, without the promised fabric and the money.
- Friendless Background: While not completely lonely, thanks to having her friend Nicolas, she had little to no friends throughout her life, with a lot of classmates and coworkers ignoring or outright bullying her because of her looks or shy demeanor. Thankfully, when she arrives to V&M, she meets the Squad who promptly integrate and treats her with much kindness.
- Girl Friday: Played With. The assistant/secretary to Armando and while they do good work together, he takes advantage of her devotion at first and uses it in his favor.
- Hyper-Competent Sidekick: Though not a superhero story, and her bosses do know what they're talking about, she goes above and beyond in her tasks, and has a better knowledge when it comes to economy and business management than her direct boss.
- I Just Want to Be Loved: Had her share of guys and men mocking or using her, pretending to like her and giving her hope and while she has learned to be cautious, she still believed a lot of them because she just wants to find someone that cares for her.
- Love Makes You Dumb: She lets her love for Armando become her main motivation in almost everything, wanting nothing more than to help him even when she knows that his plans are NOT the best or the most reliant. Granted, she does try to voice her opinion but more often than not she ends up being convinced to follow what Armando wants to do.
- Spanner in the Works: Had it not been for Betty's presence and management of the company, especially at the beginning when no one had confidence on her skills, Daniel would have been able to oust Armando and gain control of the company really early on.
- Undying Loyalty: To Armando, at the beginning and for a good chunk of the story. However, this is Deconstructed as her loyalty is used and abused several times to the point that it's broken and she realizes that blindly following someone, even if you love them, is not the basis for a healthy relationship nor the wisest of choices.
Armando Mendoza
The newly appointed president of V&M, a company created and raised from the ground by his dad. Armando wants nothing more than prove that he's up to the task to not only maintain the prestige of the company but also expand it and increase its influence. However, his ambition and rashness proves to be a problem when he plunges the company into an economic nosedive that only Betty's savviness manages to salvage time and time again, prompting him into delegating more and more tasks and responsibilities on her, depending greatly on her.
- Character Development: Went from being overly arrogant and an unrepentant casanova, who was careless and overly ambitious with his plans, to someone who actually listens and is more cautious, admitting his own faults and atoning for the hurt he caused on others as well as becoming completely devoted to Betty.
- Drowning My Sorrows: After Joaquin de Quiroz presents himself at V&M and very clearly admits that he came to New York for Betty and that he wants to have a relationship with her, with everyone around them encouraging Betty to do so, Armando feels completely depressed and jealous, prompting him to spend an evening with Giovanni and Nicolas, drinking all night and lamenting their romantic woes.
- Green-Eyed Monster: You could say this is a bit of karma coming his way, seeing as Marcela spent most of their relationship jealous, because once he falls in love with Betty he experiences these emotions when seeing her being close with her friend Nicolas or with Joaquin de Quiroz
- Jerkass: When it comes to his relationship with Marcela. He cheats on her and goes behind her back not only when it comes to their engagement, but also in the business that both their parents built and that she cares for so much. As well as when it comes to using Betty, taking advantage of her feelings for him, to get her to do stuff she's not comfortable with.
- Jerk with a Heart of Gold: That been said, generally, Armando is a man who greatly cares about the people in his life but had a hard time being able to juggle his ambitions with the reality. He admits and repents all the wrongdoings he's done against Marcela, Betty and even the company, trying again and again to remedy the situation and atone.
- Ladykiller in Love: Almost everyone believed he was this with Marcela, and while he does greatly cares for and adores her, he wasn't really IN love with her. The one that really makes him cut his casanova side completely is Betty.
- My God, What Have I Done?: Has this moment after realizing how much damage he did to Betty with his romance scheme, as well as the hurt he caused Marcela, all because he wanted to keep the company afloat.
- Nice to the Waiter: He's thoughtful and caring about the people he works with, even knowing about the circumstances of Aura Maria and greatly respecting Inesita, who helped raise him. He's also one of the few that defends Betty from anyone that insults or verbally attacks her.
Marcela Valencia
One of the executive directors at V&M as well as shareholder. Marcela is known in New York as one of the most beautiful and elegant women, with an impeccable taste in fashion and with a strong character. Nevertheless, she's also known to be quite possessive and jealous of Armando, who she knows and has loved since they were young. More often than not, she would side with Armando and fight her brother, Daniel, to support him, but when her fiancé gains the presidency and appoints Betty as his main assistant, much to her displeasure, their relationship deteriorates fast.
- Brainy Brunette: She's known for being good in the fashion business, because of her seriousness and good taste.
- Drowning My Sorrows: Several times, but two stand out: The first one when she ends up in bed with Ricardo, starting an on-off affair and when she finds out just what Armando had been doing with their company and the legacy of their parents on top of with who he was having an affair with, she spends more than one day drinking and taking one too many sleeping pills
- Green-Eyed Monster: While a beautiful and confident woman, she's prone to be really jealous about Armando. She had really big confrontations with women that had a past with him, to the point everyone in the business knows not to invite or hire certain models if either her or Armando are there. This is Justified because Armando has cheated on her repeatedly and it gets worse when she suspects he has a lover after their formal engagement was announced and, while her suspicions are correct, at times it causes great trouble, almost costing V&M a really important business deal after verbally attacking the representative, wrongly believing she was the other woman.
- Kick the Dog: Several times to Betty, berating and humiliating her almost everyday.
- Nice to the Waiter: She is actually nice to the people that work for her and is respectful, but is the circumstances and what happens later on with Armando that sours her relationship with Betty, who she treats in an extremely harsh and unfair way.
V&M
Ricardo Calderon
Armando's best friend and a shareholder in V&M. A notorious flirt and casanova that would spend almost every available time he had with models and other beautiful girls, he enabled a lot of Armando's worst habits and ideas. Unlike Armando, he's more detached of his feelings and is more willing to do questionable things to secure the money, lacking empathy, especially when it comes to dealing with Betty, who he treats nicely enough but behind her back, distrusts her and just wants to use her to keep the company floating.
- Drowning My Sorrows: Once he realizes he wants to be with Marcela but she keeps on rejecting him he goes to the nearest bar to drink all he can
- Foil: To Nicolas. Both best friends to the protagonists, having been with them since childhood and are close to their families. At the beginning is stated that Ricardo is completely loyal to Armando and, while he enables a lot of the bad decisions, he stands with him and tries to help him when it all inevitably backfires, much like Nicolas does with Betty, though more often than not he tries to dissuade her before she makes the bad decision. However, halfway through the story, Ricardo's inferiority complex starts to kick in and his previous loyalty and love for his friend begins to strain as he actively encourages Armando to make decisions that are clearly bad, basically sabotaging him. Also, Ricardo is a handsome casanova that goes from girl to girl, not really caring for their feelings while Nicolas, while not ugly, doesn't exactly fit the high beauty standards V&M has, and is quick to fall in love with Patricia, pursuing her for most of the story and trying to prove his worth to her.
- To Patricia. They are both the toxic friend and put much weight in wealth and appearance. They also have done some questionable things under the guise of helping their best friend when it was more for their own benefit. However, while Ricardo spirals and gets worse, Patricia manages to stay afloat by Marcela's side and even gives up a golden opportunity to be the wife and heir to a really rich, old guy to stay by Nicolas' side, even managing to establish cordial interactions with Betty and the rest of the Squad.
- Jerkass: Doesn't show real empathy or consideration for the feelings of others, not even the ones of his best friend, Armando. A the beginning, though, it wasn't that obvious but later on his personality takes a turn for the worse.
- Jerk with a Heart of Jerk:At one point it seems that he would redeem himself and actually stop being so arrogant yet he actually gets even more insufferable and starts just lashing out at whoever is in front of him.
- Ladykiller in Love: Deconstructed. He believed himself to be after starting a relationship with Marcela but it quickly deteriorated because she didn't really care for him to the extent he wanted and he grew increasingly possessive and obnoxious, to the point he even tried to attack her.
- Laser-Guided Karma: By the end of the story, he's burned several bridges and his situation is less than ideal. To sum up, he ends up having to start all over in another company, with barely any money left in his accounts, being taken advantage of by a woman he previously mocked and rejected and just overall humiliated at every turn.
- Momma's Boy: Though not really talked about for most of the series, Ricardo has a lot of love for his mom and worries greatly about her, especially because she has dementia and is no longer able to remember or distinguish clearly where or in what year she is nor who her son is.
- Never My Fault: Even though a lot of his ideas and decisions caused several setbacks and problems for Armando, he never really accepts his part of the fault, and by the end, his resentment is such that he openly antagonizes and blames others for his own mistakes.
- The Resenter: At the beginning, he's Armando's best friend and confidant, but, as the story progresses, he starts getting angrier and angrier towards Armando, who he feels is dismissing him and is listening more and more to Betty and her advice. In general, he feels like he's underestimated or unappreciated by the people around and that everyone is out to get him.
- Toxic Friend Influence: He's Armando's wingman and has accompanied him through all sorts of shenanigans, however, he brings up and encourages some of Armando's worst traits and helps him cheat on Marcela. Later on, he's the one to push Armando to seduce Betty, recognizing that she had a crush on him, all as a way to keep her controlled.
- Villainous Breakdown: By the end of the series he has one when he realizes that none of his plans worked and that he has lost the support of Armando as well as getting tricked by Malu, making him quit V&M which furthers his breakdown.
Patricia Fernandez
Marcela's best friend. Also part of the high society in New York and accustomed to a certain lifestyle, Patricia begins the series as a divorced woman that tries by any means necessary to keep up appearances even though she only wants to do the minimum effort to do so. Marcela offers her a position in V&M as an assistant to Armando, as a way to help her and to have her keep a close eye on him. Patricia clashes with Betty and the Squad time and time again, shielding herself behind Marcela and her looks but that only helps her so much when she struggles with making end meets, lacking any sort of restraint or foresight with the little money she has.
- Brainless Beauty: She's not the sharpest tool in the shed, though she does know how to take advantage of the situation (or her good looks) at times to gain some sympathy or a benefit.
- Hidden Depths: Even when she's really egocentric and greedy, she actually does have moments that show she genuinely cares for Marcela and Nicolas also showing that she's capable of insightful observations.
- Innocently Insensitive: A lot of the times whenever she tries to comfort her best friend, she ends up making the situation worse by making an ill timed comment.
- It's All About Me: Has a tendency to make every situation, even when is as serious as Marcela suffering because of Armando's infidelity or the company having to go to Betty to avoid it's complete bankrupt, all about herself and how it affects her, imagining all sorts of convoluted scenarios.
- Kick the Dog: She's always fighting with the Squad, and can actually be really cruel, like when she mocks and fatshames Berta or eats in front of her when she's trying to keep a diet.
- However, she's also been on the receiving end of this, being humiliated and used by Daniel who threw money at her after spending a night together and mocking her economic situation.
- Ms. Red Ink: Lost most assets in her divorce, but instead of selling and saving up her money she decided that she needed to keep appearances and continue acting as if she had money to spend, worsening her already bad situation.
- Never My Fault: Whenever she ends up in a bad situation, her first instinct is to find a way to pin the blame on someone else and try to gain pity from whoever is around to hear her.
- Single Woman Seeks Good Man: Well, she was looking for a good RICH man, really big emphasis on the rich part. But, by the end, she realizes she wants to be with someone that actually respects and cares for her beyond just gifting her material stuff (not that she would reject them, but she would like more thought put into it)
- Riches to Rags: Prior to the beginning of the story she was married to a rich guy, but with the divorce she was only able to retain some of her stuff (car, apartment, clothes, etc...) with no other source of income and her family didn't plan on helping her either, but, instead of downsizing/selling the stuff she couldn't afford anymore, she kept it all and tried to keep appearances struggling to make ends meet and not understanding how different her situation was from before. Nevertheless...
- Rags to Riches: Not only she manages to get together with a rich old guy who offers to basically inherit her EVERYTHING, in exchange of marriage before he bites it, but she also has the offer of Nicolas who, while not as rich as the old guy, is in a really good position with the possibility to keep on climbing up the corporative ladder and who sincerely cares for her.
Hugo Lombardi
The in-house designer of V&M. Known to be temperamental and flamboyant, Hugo is respected and well known in the fashion world in New York but is still working to get his big break worldwide. A close friend to Marcela and Patricia, he mocks and is harsh with the Squad (he gave them their name) but he especially hates to deal with Betty, being extremely hurtful with her.
- Happily Married: To Fabio... or so he thought
- Jerkass: Can be really mean to people that do not measure up to his expectations of beauty, fashion or class. He is particularly mean to Betty and the Squad (minus Ines)
- Jerk with a Heart of Gold: Nevertheless, he does have a lot of people he cares about and is loyal to the company having been with them for several years.
- Love Makes You Dumb: Even when there were many signs and hints, Hugo could never see beyond his love for Fabio, excusing a lot of the weird behavior both him and his "sister", Romina, exhibited and ignoring Ines' repeated warnings.
- Kick the Dog: His harsh treatment of Betty and the Squad, having humiliated them on several occasions.
Wilson
In charge of security in the building but mostly hangs around V&M. He's a close friend of Giovanni and the Squad. A bit of a flirt but also clumsy, he takes his job very seriously and tries to keep a good body condition which prompts him to join a gym that happens to be owned by Sandra's family, something that pushes them together.
Giovanni
In charge of maintenance in V&M. He's a handyman and does miscellaneous work around the place, often helping Wilson to keep an eye on things. Has been in love with Aura Maria since he met her, but because he's not that wealthy she hasn't taken him seriously, even though he has a great relationship with her son and protects her.
- Dogged Nice Guy: He's completely head over heels for Aura Maria and does everything to show his interest on her but because he isn't a rich guy, she never takes him seriously and constantly dismisses his attempts.
- Green-Eyed Monster: Although he tries to hide it as much as he can, it is quite obvious that he's hurt whenever he sees Aura Maria go on date after date with men that don't really respect or help her.
- Mr Fix It: The handyman and janitor for V&M, if there's something that needs repair he's the one to call.
- Those Two Guys: More often than not he's found with Wilson, with the pair often commenting whatever it is that's going from afar and intervening if it's necessary.
Roberto Mendoza
Father of Armando and one of the founders of V&M. A serious and caring man, he wants nothing more than to see his son succeed and continue the good legacy he created for their family but not long after he retires, things spiral out of control.
- Good Parents: He's caring towards not only Armando, but also Ricardo, Daniel, Marcela and Maria Lucia, with all of them seeing him as a father figure they can rely on and that would be supportive no matter what.
- Nice to the Waiter: Treats everyone equally and with respect, no matter the position they hold in the company.
- Reasonable Authority Figure: He's one of the most levelheaded and calm characters, being someone everyone has great respect for, including Daniel.
Margarita Mendoza
Mother of Armando and one of the founders of V&M. An elegant and intelligent woman, she cares deeply for her son and Marcela's relationship, being her greatest wish to see them marry and continue their work in V&M together, finally uniting the two families. However, things don't go as planned, with her son putting in jeopardy not only their company but also his relationship.
- Good Parents: Along with Roberto, they're both supportive and caring with Armando, as well as acting as a mother figure to her friend's children and Armando's best friend.
- I Want Grandkids: There's nothing she wants more than to see Armando and Marcela get married and having children, so she could spoil them.
- Nice to the Waiter: Though a bit more haughty than her husband, she always treats each one of her employees with respect, knowing their names and circumstances, even giving advice or joining in on a joke. However, due to the great love she holds for Marcela and how much she wished for her to marry Armando, Betty's presence is not all that welcome.
- Reasonable Authority Figure: Whenever her or Roberto visits the company, everyone gets on their best behavior and treats them with their utmost respect.
María Lucía Valencia
Sister of Marcela and Daniel. She's not all that involved in the company, preferring to travel around the world, doing some soul searching and learning about spirituality while leaving his siblings to handle the business, with Daniel as the manager of her money. However, she's not as flighty or unaware as her siblings believe her to be.
- Beware the Nice Ones: She may appear to many as a complete hippie, who would prefer to be all love and peace. However, once she arrives in New York to both deal with the increasingly chaotic situation in V&M and demand her brother to return the money she left him in charge with, she's shown to be a capable businesswoman who manages to get both Daniel and Ricardo in their place.
- Foolish Sibling, Responsible Sibling: Played With, she was considered by many at the beginning as the irresponsible and flighty sibling spending all her money around the globe compared to Marcela and Daniel that seemed to have it all figured it out with high ranking corporative jobs. However, as the story progresses, both Marcela and Daniel start making several mistakes in both their personal and professional lives and is only when Malu returns that some order is brought back to their lives.
- Hair of Gold, Heart of Gold: She's blond and one of the nicest characters. Even when the situation at V&M blows up and tensions are high, she's willing to sit down and listen to all parties involved and treats all fairly.
- Nice to the Waiter: Treats the staff well and gets along with the secretaries.
- Reasonable Authority Figure: While not on the same level as Roberto and Margarita, people in the company has a lot of respect for her and listen to what she says.
The "Ugly" Squad or the Squad of the Non-Conventional Beauty
Aura Maria
The receptionist of V&M. She's a young single mother that's known to be on the search for a husband that can offer her economic stability and be a good father figure to her son. However, her luck with men is questionable, seeing as almost all of them don't see beyond her body and sometimes even humiliate her. The only man that has shown any true interest beyond the physical for her is Giovanni, but is hard for her to look beyond his social status and lack of wealth.
- Green-Eyed Epiphany: After it seems that Giovanni and Mariana got together, she realizes that the one she wants to be with is Giovanni and decides to try and get him back.
- Horrible Judge of Character: A lot of the times the men she dates are very obviously not the best of people but she always gives them more than one chance thinking that they would somehow change. Luckily, she does manage to be able to realize they suck before getting in too deep with them.
- Single Woman Seeks Good Man: Aside from helping her family financially, one of her main goals is finding a man that is not only rich but also willing to help her raise her son and be a father to him.
- Struggling Single Mother: Her job at V&M is what's keeping not only her and her son afloat but also her mom and aunt, to who she sends money every month.
Mariana
The secretary to Marcela in charge of the marketing and social media of V&M. With Ines, she's one of the most levelheaded in the Squad, offering advice or a shoulder to cry on when needed.
- Cool Big Sis: What she is to Betty, being the one she often goes to for advice or a pep talk.
- Flat Character: Out of everyone in the squad, she doesn't really have an arc of her own, mostly being involved as a third party in everyone else's story.
- Secret-Keeper: Unwillingly. Along with Sandra, she finds out that Marcela and Ricardo had an affair and they know better than to divulge said secret, which creates a great amount of stress, which increases because right after finding that out many others start coming to her confessing their troubles and asking her to keep quiet.
- Tarot Troubles: She's very into witchcraft and all sorts of spiritual teachings, so she uses a tarot deck to help give advice or learn more about someone. Throughout the story, whenever she reads them they end up being scarily spot on and foreshadowing for future events.
Sofia
The secretary of the VP of finances in V&M. She's loud and outspoken which leads her to a lot of trouble in her work. She's married to Efrain, but their relationship is shown to be deteriorated and is promptly revealed that he's cheating on her with a much younger woman, forcing her to deal with a divorce and having to keep her family going while dealing with work and her ex's lack of empathy.
- Brutal Honesty: Has a hard time being subtle and is the one in the Squad that tends to speak what's on her mind, even if it can land her in trouble.
- Kick the Dog: On the receiving end. Her husband, Efrain, cheats on her with a younger woman called Jenny, who takes every chance she gets to disparage and insult her, going as far as enter V&M to harass Sofia, subbing in her face how her husband chose her.
- Right Behind Me: A Running Gag. She's really outspoken and doesn't really have a filter that stops her from saying things that are embarrassing or slightly insulting towards others. It also happens a lot when the Squad is reunited to gossip about the events happening in the company and she tends to rant against whoever they think is the one causing the mess, with that person always passing by right at the exact moment she's giving her less than flattering comments.
- Second Love: She's this to Charly, who lost his wife prior to the beginning of the series.
Berta
The secretary of Human Resources at V&M. Known as a complete gossip, always on the lookout for it with a great love for food. Has been happily married for several years but due to several events she starts questioning both her marriage and her self confidence.
- Green-Eyed Monster: Because of her insecurities regarding her weight, she always fears her husband will look for someone else, which worsens after seeing Sofía's situation. Luckily, her husband only has eyes for her.
- Happily Married: To her husband, who reciprocates her love very much. Though sometimes she lets her paranoia get the best of her from time to time, he always manages to reassure her that he only wants her.
- Law of Inverse Fertility: Both her and her husband desperately want children, but they never have luck and even with adoption there's so many hoops they have to sort and they have been met with disappointment each time. It isn't until almost the very end of the series that she gets pregnant.
Sandra
The secretary to Ricardo Calderon. She's known as a tomboy amongst the Squad, having a more rough personality and always down to fight.
Ines
The assistant to Hugo Lombardi. Ines is actually one of the oldest employees in the company, having been by the side of the Mendoza and the Valencia since the beginning of it and even taking care of their children, who she views as her own and they love her in return. She's a mother figure to almost everyone there, especially to Hugo, who considers her as sacred and puts her above everyone.
- Cassandra Truth: Has cautioned Hugo about both Romina's and Fabio's erratic behavior but he always dismisses it, especially when Fabio starts sweet talking him.
- Team Mom: She's one of the oldest employees and is quite motherly with everyone, especially with Hugo, who considers her a mother. She also babysat the children of the Mendoza and the Valencia when they first started the company.
Betty's Family and Friends
Julia Rincon
The mother of Betty. She's a really nurturing and kind lady that supports her daughter unconditionally, defends her whenever someone tries to demean her. She's happily married to Demetrio and she gives reality checks to her daughter, her husband and Nico, who she also views as her own.
- Good Parents: Always supportive of Betty, caring for her emotions and wellbeing.
- Mama Bear: She's fiercely protective of Betty, especially after seeing how callous and mean people could be to her due to her appearance. When she starts suspecting that Armando may be taking advantage of Betty, she doesn't hesitate in going to his work and put him in his place, and once she confirms her suspicions she berates him and kicks him out of their house.
Demetrio Rincon
The father of Betty. An accountant that prides himself for being ethic and correct in his work, teaching his daughter to always abide to the law and work honestly. At the beginning of the story, however, he's having legal problems due to a mistake in the software he uses which he tries to hide from his wife with the help of his daughter.
- Good Parents: Though a bit more strict than his wife, he never hides how much pride and love he has for his daughter.
- Papa Wolf: He worries a lot about Betty, always trying to go pick her up, calling and waiting up for her whenever she's late or meet her friends before letting them come to their house. Whenever he thinks someone is being mean to Betty, his first instinct is to go and confront whoever or whatever is causing his daughter trouble.
Nicolas Ramos
Betty's childhood friend. Just like Betty, he's a smart person who is a bit shy who doesn't get the respect he deserves due to his appearance not being the most attractive.
- Undying Loyalty: To Betty, and the Rincon family in general. He always stays by her side and is the one that helps her set up the BAR company to help sustain V&M and the one person she can rely on to talk.
- The Confidant: Nicolas is the first person Betty goes to whenever she has any sort of trouble or dilemma. He's also the first one she confesses to about her affair with Armando and the fallout of it, and while he does reprimands her for it, he's still really understanding and caring, more worried about how it could affect Betty.
Catalina Escarpa
One of the best publicists in NY. Has worked several times with V&M and is close friends with the families. She's efficient, down to earth, elegant and smart, being one of the few people in the fashion industry that respects and treats Betty kindly and as an equal, recognizing her skills.
- Benevolent Boss: Much kinder to Betty than many of the higher ups in V&M, she treats her with much fondness and respect
- The Confidant: Becomes this to Betty, especially after she founds out about Armando's scheme. Catalina is one of the first people, outside the ones directly involved, to know exactly what went down.
Joaquin de Quiroz
A Spanish fashion designer, who was once a model. He's known in the industry as someone eccentric.but with great taste and with an ever growing popularity. He works closely with Catalina, who he considers a good friend and later on he meets Betty, with who he develops a sweet and close bond.
Antagonists
Daniel Valencia
The younger brother of Marcela and María Lucía. He's Armando's main rival in the pursuit of being CEO of V&M, however, while Armando wants to expand the company, Daniel wants to dissolve and sell it. The main antagonist in the story, he resorts to increasingly illegal and, at times, dangerous tactics to try and undermine Armando.
- Bad Boss: Even when he does reward good work, his treatment of his employees is not the best, always treating them as if they're beneath him.
- Jerkass: While he can be really charming, this is more often than not a façade and even when he is smiling your way you can be sure it will be coupled with snide and sarcastic commentary meant to belittle and humiliate you. He's known in the corporative world as a ruthless company destroyer, buying businesses in the brink of bankruptcy to then tear them apart and selling them, with the heavy implication that he had something to do with those companies failing.
- Kick the Dog: While at the beginning he was impressed by Betty and even offered her a great job, he also says really hurtful and mean stuff about and to her after he realizes she would do whatever Armando asks. He also treats Patricia in a cruel manner, throwing money at her after spending a night together and mocking her financial situation.
- Villainous Breakdown: As the story goes on, he starts losing his façade of a calm and collected businessman, letting his emotions and anger get the best of him, but is once he realizes that there's more than enough evidence of his dealings in India, that left many dead in a fire caused by faulty wiring in a factory he bought, one he acquired for the exclusive purpose of sabotaging V&M, and that his company is falling into ruin, that he starts to completely lose it and acts erratically.
Gregorio Mata
The VP of finances in V&M and a close associate of Daniel Valencia.
- Mistreatment-Induced Betrayal: By the end of the story, he gets tired of Daniel's abuse towards him and their partnership ends with both of them trying to pin the blame of all the crimes on the other.
- The Dragon: Goes along with every of Daniel's plans and has sabotaged V&M in multiple occasions even after being fired from there.
- The Mole: He gave information about the dealings and happenings of the company to Daniel, in the hopes of ousting Armando.
Fabio
A model and boyfriend of Hugo Lombardi. In actuality, a conman who entered Hugo's life to take as much money from him as he could.
- Con Man: He pretended to be gay to seduce Hugo and secure both modeling gigs as well as be able to use Hugo's money.
- Marrying the Mark: He married Hugo to have access to his fortune. What's interesting in his case is that he doesn't try to physically harm Hugo or get rid of him to inherit his fortune but rather there's the implication he would have stayed married to him indefinitely if Romina hadn't appeared in their lives, demanding he returns with her.
- Would Harm a Senior: Though being more squeamish about the lengths Romina would go in getting rid of Inesita, he doesn't hesitate in going along and supporting her claims, trying to not subtly get Hugo to consider Inesita to be too old to handle the workload.
Romina
Fabio's sister that suddenly comes from Argentina and enters both Hugo's household and workplace. In reality, she's Fabio's real wife and mother of his children who is trying to take him back with her and helping him scam Hugo.
- Lady Macbeth: While Fabio takes the leadership in certain occasions, more often than not Romina is the one coming up with plans and pushing for him to do things. There are times that even Fabio is shocked at how far she's willing to go.
- The Mole: She was the one who sold Hugo's designs to Mata, sabotaging a million dollar deal V&M had with Anderson, while pinning the blame on Inesita.
- Would Harm a Senior: She has no qualms in gaslighting and giving some phony pills to Inesita to get her out of her way to be Hugo's closest confidant. She even anonymously accused Inesita of being the one who sold the designs.
Efrain
Sofía's husband at the beginning of the series and the co-owner of the pest control business he created with his best friend, Charly Godines. Soon, however, it's found out that he has actually been cheating on her with a younger woman.
- Kick the Dog: He's callous and very indifferent to Sofia's plight, letting Jenny walk over her and even his own kids at one point.
- Never My Fault: Cannot for the life of him understand why Sofia is so angry about his cheating, his neglect of his parental duty and job or why she hates Jenny so much. He also doesn't really deal with the consequences of his actions, preferring to act like a victim before taking responsibility.
- Rags to Riches: After suffering an accident, he sues the city and manages to win, getting 250k. However...
- Riches to Rags: Due to his and Jenny's excessive spending and bad investment decisions, they end up wasting the money and have to work as waiters in a catering business.
Jenny Wendy
Efrain's lover.
- Brainless Beauty: Even though she's manipulative, she's actually not that bright and the reason she manages to get Efrain and most men do what she wants is because she uses her beauty to get what she wants.
- Kick the Dog: Went out of her way to get a job at V&M to harass and mock Sofia, constantly reminding her that Efrain left her and is now doing everything Jenny wants.
- Never My Fault: Her fights with Sofia had disrupted the workplace several times, but she always spins the story to make herself as the innocent victim who has done nothing wrong, even though she's the one that normally goes out of her way to verbally harass Sofia and the Squad.
