Abstract
Miss Universe is a global beauty platform. The history of this event spans 70 years. The purpose of this study was to see the messages contained in the personal branding displayed by the Miss Universe participants. This type of research is qualitative, using the semiotic theories of Charles Sanders Peirce. The paradigm used is constructivist, with the intention of seeing that reality is the result of a construction or formation by humans themselves. The data source is the Instagram account of the Miss Universe winners from 2017–2021. The objective of this study is to determine the form of personal branding through messages carried out by the Miss Universe contestants as agents of change and inspiration for the youth.
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