The series is based on the Colombian telenovela Betty La Fea and centres around the protagonist, Lotte Pronk, an business economics graduate who passed with honours and has trouble finding a job until she comes across a secretary job in an international fashion company called "Emoda", where at the same time a conflict is occurring in the business between two prospective CEOs.
She begins the series mocked by many of her colleagues for being "ugly", and as the series progresses she develops confidence, moves up the ladder and explores romantic interests. The series also features on the fellow Emoda employees, and their relationships and career problems.
Lotte Pronk, a young woman from a modest background, is a brilliant business economist who graduated cum laude and has a heart of gold. Lotte's greatest flaw is her appearance—she is considered unattractive, so people tend to overlook her.
Everything changes when she applies for a job at the fashion company Emoda in Zaandrecht. There, she meets Vico Maesland, the director's son, and instantly falls in love with him. Although she is initially regarded as "as ugly as the night," she gradually blossoms into a true "swan."