Maya Aida, known as Mana Aida in the original Japanese version, stands as the main protagonist and leader of her team. She attends Sea Shell Bay Middle School, serving as student council president and radiating an energetic, cheerful presence. Her family runs Pigtail, a local yōshoku restaurant where she sometimes lends a hand.

In her everyday life, Maya sports short, flared dark pink hair frequently tied into a small ponytail secured by an off-white bow. Her typical attire features a light pink top with stripes, a ruffled pink skirt, lilac knee socks, and pink-and-white sneakers. Seasonal adjustments see her in a black top layered beneath a light pink t-shirt, paired with black leggings.

Transforming into her superhero identity, Glitter Heart, brings dramatic changes: Maya's hair shifts to bright blonde, extending into a voluminous ponytail accented by large curls and heart-shaped adornments. Her costume manifests as a pink-and-white dress with winged sleeves, centered by a heart-shaped brooch. She dons magenta shorts, matching boots embellished with gem hearts, and a ribbon at her hip. A later enhanced state, Parthenon Mode, introduces lighter colors, expansive white wings, a ruffled cape, and further elongated hair.

Maya's personality blends infectious enthusiasm with deep compassion. She lives to help others, often acting on impulse without weighing consequences—a trait extending to confronting threats head-on, even lecturing adversaries. Her natural leadership inspires trust in peers and adults alike, though she occasionally internalizes struggles to shield others. Courage defines her protection of friends and strangers, matched by an open acceptance of supernatural elements like pixies and monsters.

Her transformation sequence requires placing a Glitter Charm onto her partner Kippie’s medallion, declaring "Glitter Force Makeover!", then tracing "L-O-V-E" on a Glitter Pad device. Key abilities encompass the "Heart Shot" purification attack and collaborative techniques like "Togetherness Power Arrow" and "Five of a Kind Glitter Bow". Power-ups manifest as strengthening pink auras, culminating in Parthenon Mode unlocked through combined team artifacts.

Crucial relationships include childhood friends Rachel (student council secretary) and Clara, whom she defended in their youth. She builds a bond with the idol Mackenzie Mack following initial clashes and maintains a close partnership with the pixie Kippie. Her complex dynamic with Regina evolves from rivalry into profound trust, solidified after Maya defends Regina from her father’s influence.

Maya’s origin unfolds during a Clover Tower school orientation. Aiding a lost child, she encounters Mackenzie. Retrieving a dropped accessory leads her to receive a charm from a mysterious vendor. This item enables her first transformation to rescue civilians during a monster attack, guided by Kippie.

Character development reveals Maya maturing from impulsive reactions toward strategic leadership. Early inclinations to shoulder burdens solo gradually shift toward trusting her teammates. Her empathy drives persistent efforts to reform antagonists, most notably Regina despite betrayal. Following the conflict, she balances managing the family restaurant with navigating evolving personal relationships.