Maya Aida leads her team as the central protagonist. Her civilian identity sports short dark pink hair, typically tied in a small ponytail secured by a bow holding her Glitter Charm. She usually wears a pink sweater over a striped shirt, a ruffled pink skirt, tall purple socks, and pink-and-white sneakers, switching in summer to a light pink t-shirt over a black top, black leggings, and a layered pink skirt.

Her journey began at Clover Tower during a school orientation. After helping a lost child named Katie and returning a pin to the idol Mackenzie, she received a free Glitter Charm. When a Crab Distain attacked, Maya tried to rescue people and met the pixie Kippie. Witnessing Glitter Spade's capture by another Distain activated her Glitter Pad and Charm, triggering her first transformation into Glitter Heart to save Glitter Spade.

As Glitter Heart, her hair lengthens into bright blonde, styled in four large curls with a high looped ponytail secured by a pink-and-white heart-accented hairpiece. She dons a pink dress with winged sleeves, white detailing, magenta straps, and a scalloped ruffled skirt in pink, white, and pale blue. Accessories include a pointed pink choker, magenta heart earrings, matching bike shorts, and pink-white-magenta boots with gem hearts. A large magenta ribbon with heart-shaped tails rests at her hip. The distinct Parthenon Mode grants large white wings, longer hair, and a paler outfit with a ruffled white cape featuring gold neckline details and winged heart accents.

Kind, cheerful, and trustworthy, Maya is well-liked at school. She excels at problem-solving and conflict resolution, often taking on others' burdens. This leads to impulsive actions, like rushing into danger without forethought. Her primary motivation is a selfless dedication to helping others above herself. She shows notable tolerance toward supernatural elements like pixies or Distains.

Key relationships include childhood friends Rachel (student council secretary) and Clara, whom she protected. She admires the idol Mackenzie, who later becomes her teammate after initial friction. Her pixie partner Kippie facilitates her transformations. A significant connection forms with Regina, who initially befriends Maya before being brainwashed by her father. Their friendship fractures temporarily but restores when Regina protects Maya from her father. Nicholas, a friend since elementary school, secretly harbors feelings for her, though Maya remains unaware while frequently admonishing his troublesome behavior.

Her transformation starts by placing her Glitter Charm onto Kippie's medallion, declaring "Glitter Force Makeover!" She traces "L-O-V-E" on her Glitter Pad, triggering a process where her body glows gold, her hair grows and lightens, and her costume materializes in stages before landing: "The Power of Love! I'm Glitter Heart!"

Attacks include "Let Your Heart Light Shine" (using Glitter Pad and Charm), "Heart Shot" (employing the Glitter Heart Arrow and Charm), and "Love Bubble" (requiring the Glitter Crystal Pad and Charm). Group techniques are "Togetherness Power Arrow" (with Diamond, Clover, Spade), "Five of a Kind Glitter Bow" (adding Ace), and "Royal Lovely Straight Flush". Power-ups include an unnamed form with a pink aura enhancing strength and enabling Arrow attacks, and Parthenon Mode—achieved via combined powers of the team, Glitter Crystal Pad, Miracle Dragon Glaive, and Golden Crown of Wisdom—which significantly amplifies her abilities.

Character development occurs through confrontations with Regina, initially an ally turned antagonist under her father King Mercenare's influence. Their ruptured friendship mends when Regina shields Maya from her father. Maya also demonstrates leadership growth, mastering a power-up by adhering to Glitter Force principles explained by Glitter Ace.

Trivia notes her status as the franchise's sole pink-themed warrior and the only one with transformed blonde hair. Her birthday is August 4th (Leo). She is tone-deaf.