Madison is a 17-year-old girl suffering from severe retrograde amnesia after waking up injured on a dark mountain road. Lacking any memory of her past, she tentatively accepts the identity of Mary Boone when a man named Wayne arrives at the police station claiming her as his missing daughter. Despite her profound confusion, she possesses underlying courage and begins to sense that the conservative, floral-loving personality Wayne assigns to her does not match her true instincts.

Drew is a high school senior in Washington City desperately searching for his missing girlfriend, Lola. He carries immense guilt over an argument they had on the night she vanished, leading him to obsessively retrace her last known movements. His stubborn determination isolates him from his community and local law enforcement, who openly suspect he is responsible for her disappearance.

Wayne is a middle-aged man who brings Madison to his remote fishing cabin, asserting that she is his homeschooled daughter, Mary. He projects a caring, fatherly demeanor, providing clothes, meals, and first aid. He strictly enforces conservative rules in his cabin, demanding she wear modest clothing and consume only wholesome media.

Lola is a high school senior whose sudden disappearance initiates the primary conflict in Washington City. She is known for wearing a distinctive denim jacket with floral sleeves made by her best friend. Her absence casts a long shadow over the town, sparking a community-wide search and intense suspicion directed at her boyfriend.

Autumn is a high school fashion design student and Lola's fiercely protective best friend. She is the creator of Lola's signature floral-sleeved jean jacket. Though initially quick to judge Drew based on a misinterpreted voicemail, she is practical and bold, willing to redirect her energy into helping him investigate once she understands the truth.

Max is Drew's loyal cousin and close friend who acts as a steadying presence during the search for Lola. While he worries about Drew's erratic choices and the community's hostility, he consistently offers rides, practical help, and unshakeable belief in Drew's innocence.

Roane is the sheriff of Washington City and Autumn's father. He focuses his investigation almost entirely on Drew, utilizing intimidation tactics and seizing property to force a confession. He is dismissive of outside leads, preferring to close the case quickly using the most obvious suspect.

Bowman is a young police officer in the small town of Alton. He follows protocol by taking the injured amnesiac to the station and accepts Wayne Boone's documentation identifying her. He occasionally checks in on the cabin, attempting to do his job thoroughly within his jurisdiction's limited resources.

Hooper is an elderly man who lives next door to Wayne's isolated fishing cabin in Alton. He is friendly and neighborly, dropping by to offer assistance and casually mentioning that Madison looks familiar to him.

Mr. Scott is Lola's strict father who is devastated by her disappearance. He actively participates in the search efforts and lashes out at Drew, banishing him from the family's property due to his conviction that the boy is responsible.

Mrs. Scott is Lola's mother, who operates within a rigid household dynamic. Distraught over her daughter's absence, she joins her husband in confronting Drew and begging him to reveal where Lola's body is.

Eloise is an elderly woman who runs Nana's Favorites, a dowdy thrift store in the coastal town of Waybrooke. She provides crucial information to the teenagers investigating Lola's movements.

Meredith is a woman from Waybrooke who calls the Washington City tip line. She notices a young woman wearing a distinctive floral-sleeved jacket having an allergic reaction outside a diner and reports the sighting.

McCurry is a police officer in Alton who takes the teenagers' statements seriously. Unlike Sheriff Roane, he listens to their timeline and coordinates with other jurisdictions regarding the collected evidence.

Mary is Wayne Boone's actual daughter, whom he describes as a conservative, obedient homebody. She is the identity Wayne forces upon Madison, complete with specific rules about clothing, media, and behavior.

A dark-haired woman with freckles who appears in Madison's returning memories. She represents a stark contrast to Wayne's sterile environment, characterized by warmth, laughter, and genuine maternal affection.