Julie is a 20-something Chinese American supermarket cashier living a difficult life. After her parents died in a car accident, she was raised in financial hardship by her hostile aunt, while her identical twin sister was adopted into a wealthy family. Frustrated by her lack of prospects and resentful of her sister's internet fame, Julie makes a drastic choice when she finds her sister dead in her apartment. She assumes Chloe's identity to access the lucrative world of social media influencers.

Chloe is Julie's identical twin sister who grew up in an affluent white household. She leverages her economic privilege to build a highly successful and wealthy personal brand as a lifestyle influencer. Her sudden death leaves a massive void in her professional empire, allowing her sister to step into her life.

Bella Marie is a pale, blonde model and top-tier influencer who comes from a wealthy, privileged family. She leads a tight-knit circle of female creators known as the Belladonnas, bringing newer influencers into her fold to share her fame. She cultivates a charismatic and generous public persona while demanding strict loyalty from the women she mentors.

Isla is a newer member of the Belladonnas and one of the few women of color in the group. As a single mother from a working-class background, she views her social media career pragmatically as a means of financial survival rather than a pure vanity project. She offers Julie a grounded perspective distinct from the wealthy entitlement of their peers.

Julie's aunt is a harsh woman who grudgingly raised her niece following a fatal family car accident. She views Julie strictly as a financial burden and provides no emotional warmth during her childhood. Upon deducing that Julie is impersonating the deceased Chloe, she immediately weaponizes the secret for her own financial gain.

Viktor is a staff member stationed at the secluded estate owned by Bella Marie's family. He performs manual labor, such as chopping wood, and handles maintenance for the property. He operates with total deference to Bella Marie and her guests, maintaining the island's operations while staying out of the influencers' way.

Fiona is a publicist tasked with protecting Chloe's highly scrutinized brand. She handles the logistics of the influencer's career, from ghostwriting public statements to arranging event attendance. She focuses strictly on marketability, failing to notice the identity switch.

Angelique is a member of the Belladonnas who maintains a carefully curated online aesthetic. She embodies the superficial priorities of the influencer community, focusing heavily on follower engagement and brand sponsorships.

Jessica is a writer who had been corresponding with Chloe prior to her death. She expects to work on an exclusive feature story about the influencer world, creating an unexpected complication for Julie as she attempts to manage her sister's commitments.

Kelly is a prominent member of Bella Marie's influencer circle who shares a long history with the group. She was particularly close to Chloe and proves highly sensitive to shifts in behavior, making her a persistent risk to Julie's deception.

Margaret is Chloe's wealthy, white adoptive mother. She provided Chloe with significant economic privilege but maintained a complicated relationship with her adopted daughter. She resides in a medical facility due to severe injuries from a hit-and-run accident.

Charles is Chloe's wealthy adoptive father. He offered his adopted daughter access to generational wealth and elite social circles, leading to her successful influencer career. He remains completely incapacitated following a serious car accident.