[4][5] The series revolves around Beatriz Aurora Rincón Lozano, an intelligent and capable young Mexican woman who lives in New York City who goes after her dreams, overcoming prejudices in a world where image is everything.

Although she is ridiculed and humiliated on a daily basis for being completely lacking in style, Betty is more than willing to not be defeated in this ruthless war of appearances.

While she is extremely competent and has great plans for personal growth, none of her many qualities will be able to help Betty find true love.

The trailer of the series was presented as Betty in NY, during the Telemundo's upfronts for the 2018–2019 television season.

[25][26][27] Following the initial episode, Concepción de León opined in the New York Times that the closeness of the adaption to the Colombian original left it feeling out of date, with its treatment of the main character verging on "cruel", as it failed to take into account societal changes over the last two decades.