Beatriz Aurora Pinzón Solano, Betty, is an unattractive but a brilliant economist working as a secretary at a fictitious Colombian fashion empire, Eco Moda.
Betty constantly faces the scorn of Eco Moda's attractive manager-owners but proves herself indispensable to Eco Moda's new president, Armando Mendoza.
Armando is sure that Betty could never be so devious, but when he suspects that Nicholas and Betty have a romance due to one of the members of the club of ugly women, named Berta shouts that Nicholas called Betty by saying "Your love has called"!
.etc, he begins to worry that they will stay with the company and all its fortune.
After searching unsuccessfully for a job to match her education and experience, she applies for a position as the secretary to the president of Eco Moda, a highly successful, trendy fashion manufacturer/retailer founded by two families, the Mendozas and the Valencias.
Yo soy Betty, la fea ("I am Betty, the Ugly one") is a telenovela filmed in Colombia, written by Fernando Gaitán and was produced from 25 October 1999 to by the Colombian network RCN (Radio Cadena Nacional). Eight years after the telenovela's original run, the highly anticipated return of the original version of Yo Soy Betty, La Fea delivered impressive ratings for the network, attracting over one million viewers, more than half a million of which were adults aged 18–49.In order to please Marcela, Armando decides to hire as his new secretaries both Betty, the ugly but brilliant economist, and the very attractive but not so intelligent Patricia.Since Eco Moda is a fashion company that is always primarily concerned with image and beauty, Patricia is seated in the lobby, and Betty is seated in a stock room behind Armando's office, to not be shown to the public.Betty reluctantly agrees to help him and asks her best friend, Nicolas Mora, to go along with it.Eco Moda's vice president (and Armando's best friend) Mario Calderon is the only other person at Eco Moda that knows about the business plan.