Coco is the main protagonist of Witch Hat Atelier and an apprentice witch studying under Master Qifrey. She is around 10 years old. She is a cheerful young girl with short, lime-green bobbed hair, bright golden-green eyes, and a pointed witch hat. Deeply passionate and endlessly curious about magic, her naive enthusiasm is grounded by a strong sense of empathy, determination, and resilience as she strives to save her mother.

Qifrey serves as a Master Witch who takes in Coco and her fellow apprentices at his atelier. He is around 30 years old. He appears as a charming young man with fluffy silver-white hair, bright teal eyes, and a distinctive monocle over his right eye. Beneath his gentle, patient demeanor and warm smile lies a deeply observant, calculating individual driven by a personal quest to uncover the secret dark magic of the Brimhats. He cares deeply about his apprentices and Olruggio.

Agott is one of Qifrey's senior apprentice witches and Coco's roommate. She is around 12 years old. She has dark, messy, shoulder-length curls with deep purple eyes and wears a neat, high-collared light gown. Serious, studious, and initially prickly, Agott takes magic very seriously; though distant at first, her pride conceals a fierce dedication to her craft and a protective nature toward her peers.

Tetia is another apprentice witch studying under Master Qifrey. She is around 11 years old. She features warm pink hair worn in loose pigtails, cheerful reddish-pink eyes, and a bright, friendly smile. Tetia is energetic, highly fashionable, and altruistic, often dreaming up magical creations specifically designed to bring joy and comfort to others.

Richeh is the fourth apprentice witch at the atelier. She is around 11 years old. She has pale blue hair cut with straight, blunt-cut bangs, large blue eyes, and a quiet, deadpan expression. Independent and stubborn, Riche prefers drawing small, highly unique magic circles rather than traditional methods, reflecting her resistance to rigid authority and her desire for personal expression.

Olruggio is a skilled magical craftsman who acts as the atelier's Watchful Eye and Qifrey's close ally. He is around 30 years old. He has dark, messy black hair, dark eyes, and a trim goatee. Though he often acts gruff, overworked, and stern, Olruggio is deeply caring, exceptionally practical, and fiercely loyal when it comes to keeping the young apprentices safe. He cares deeply about the apprentices and Qifrey.

Tartah is a young boy living in the city of Carna who works as a shopkeeper's assistant for his grandfather. He is around 11 years old. He has messy, reddish-brown spiky hair, soft grey eyes, and wears a simple tunic and hat. Tartah suffers from silver-gaze, a condition affecting his vision, yet he remains kind-hearted, soft-spoken, and remarkably resourceful, forming a strong bond with Coco.

Custas is a traveling minstrel who forms a deep bond with Coco and Tartah. He is around 12 years old. He has shaggy dark hair, expressive dark eyes, and a determined, grounded expression, wearing simple garments from his time traveling the land. Passionate about music and fiercely loyal to his adoptive father Dagda, Custas possesses a headstrong nature, though severe hardships leave him deeply cynical toward the rigid rules of witch society.

Beldaruit is one of the Three Wise Men of the magical world and Qifrey's former mentor. He is around 50 years old. He is an elder wizard with long, flowing silvery-grey hair, soft blue eyes, and a refined, aristocratic countenance. Wise, enigmatic, and playful yet powerful, Beldaruit possesses an extremely deep understanding of magic and wields massive influence within magical society.

Iguin is the central antagonist of the story and a key figure among the Brimhats. Wearing a dark robe and a distinctive eyepatch mask, Igurne operates from the shadows to push forbidden magic back into the world. Igurne is the mysterious catalyst who gives Coco the forbidden spellbook, setting the main narrative in motion and directly connecting Coco's quest with Qifrey's dark past.