Madoka is a kind, gentle, and caring 8th grader who values her friends and always tries to help others. Though shy, anxious, and lacking confidence, she is level-headed and courageous, often putting others before herself. As a Magical Girl, she becomes more confident and brave while still remaining compassionate and determined to understand and support those around her.

Homura is intelligent, athletic, and distant, often appearing cold and emotionless. Despite her tough exterior, she deeply cares for others, especially Madoka, and is determined to protect her at any cost. Her past experiences with suffering have made her strong, serious, and emotionally guarded, but she still carries guilt and sadness over those she couldn't save.

Sayaka is shown to act slightly tomboyish and heroic. She cares a lot for her friends, made clear by her immediately making the contract to become a Magical Girl just so she could save Madoka. Despite acting tomboyish, she does have a girly side, shown by her interest in romance and classical music.

Kyoko is a stubborn, fiery, and tomboyish girl who often acts selfish and rude, but secretly has a kind and sympathetic heart. After losing her family, she became guarded and refuses to sacrifice herself for others. Despite her tough exterior, she cares deeply for those close to her and is willing to risk herself to protect them.

Mami is a kind, gentle, and cheerful Magical Girl who appears mature and experienced. She has a strong sense of justice and fights to protect others, but beneath her confident exterior, she is lonely and emotionally fragile. Mami deeply values companionship and wishes for close friends to fight alongside

Kyubey is an emotionless Incubator who appears cute and harmless but has no understanding of human emotions. He seeks to exploit human emotions through Magical Girls and Witches to produce energy and prevent the universe's heat death. Though his actions seem cruel to humans, Kyubey does not understand morality or malice, simply viewing everything as a means to achieve his goal.