A Spanish language dancehall romantic song with very soft urban rhythms and elements of pop and tropical, it is about thinking of an amazing night with a person and a lustful connection between two strangers.

It depicts Maluma falling in love with a pretty lifeguard on a beach and plans a strategy with Martin to get the woman's attention and steal a kiss from her.

[5][6][7] On February 9, 2019, Maluma announced that his fourth studio album would be titled 11:11 and shared its concept with his followers on Instagram: 11:11 is a direct signal from our guides, angels and teachers to establish a moment of connection, synchronicity and awareness with ourselves, with the whole, it is a wake-up call, it is a door to meditate, to listen to our intuition, to look in our interior, time to stop and feel the subtle energies of the universe.

[12][13][14] Musically, "No Se Me Quita" is a Spanish language dancehall song,[11][16][17] written by Jesús Herrera, Oscar Hernández, Maluma, Andrés Castro, Servando Primera, and Édgar Barrera.

Suzette Fernandez from Billboard ranked it as one of five essential tracks from 11:11, saying it "will stick on your mind all day" and "its pop sound will make you dance".

[16] In his review for Forbes, Jeff Benjamin celebrated the song for boasting "a breezy enough summer vibe to become a big tropical hit as the weather warms up".

[25] Brittny Pierre from Vibe described the collaboration as a "shining moment" for Maluma and labeled the song "a sexy mid-tempo track that will easily get stuck in your head".

[21] Writing for Entertainment Tonight Canada, Shakiel Mahjouri described Maluma and Martin as "the most ambitious crossover event in Latin music",[14] and Brandon Voss from NewNowNext called them "the dream duo".

[31] An author of Radio Cooperativa called it "[a] joyful and danceable song",[32] and Javier Villacañas from Cadena 100 named it "one of the strong themes on the album".

[39][40] It subsequently reached number one on the chart issue dated October 26, 2019,[41] giving Maluma his tenth number-one hit and Martin's second.

It reached number one in Chile and Guatemala,[45][46] and peaked in the top 10 of Argentina,[47] Bolivia,[48] Ecuador,[49] El Salvador,[50] Uruguay,[51] and Venezuela.

[57][58] On July 16, 2019, Maluma and Martin shared a photo of themselves on the set of filming "No Se Me Quita" music video with the caption, "Esta combinación no falla parceros..." ("This combination does not fail..."), announcing that the visual would be released "soon".

[63] The story goes like Maluma is in love with the beautiful leading lady of the lifeguards and plans a strategy with Martin to get the dark-haired woman's attention and steal a kiss from her.

[64][65] Suzy Exposito from Rolling Stone noticed the similarity between the underwater scenes in "No Se Me Quita" and Martin's 2000 music video "She Bangs".

"[64] Daniel Megarry from Gay Times called it "sizzling" and Entertainment Tonight Canada's Shakiel Mahjouri described it as "visually popping and hip-swaying".

[68] Jesse Huerta performed the song as "Zombie" on the second season of the Mexican television series ¿Quién es la máscara?