Rowena MacLeod

Rowena is an intelligent, cunning and extremely manipulative individual who takes great pride in her deceit and devious nature, describing it to her equally manipulative son as "who [they] are". Rowena often fluctuates between her mannerisms, sometimes presenting herself as calm and courteous and then suddenly vicious and violent when revealing her true intentions. She is exceptionally ruthless towards her enemies, whether they are people she loathes or disapproves of or someone who has simply annoyed her. She gruesomely kills the demon Raul after denouncing him as nothing more than "filth" and openly suggests to Crowley that he savagely rip a crossroads demon apart and brutally display his carcass for asking for recognition for his work, justifying this as a tyrannical threat not to waste the king's time.

Rowena has also demonstrated that she has no concern for innocent lives, as she frequently uses spells that result in their death by boiling their brains and impaling hotel employees to ceilings. She even points out to Dean that using the innocent against heroes like him will play out to her advantage. Furthermore, Rowena is dangerously wrathful, as she takes great pleasure in torturing Olivette for wronging her in the past and threatens to burn everything that Crowley cares for when he throws her out.

Rowena is highly ambitious and believes strongly in ruthlessly fighting and striving to gain power for the sake of greatness. She is very carefree and displays disregard and resentment for authority, openly and deliberately defying both Hell and the Grand Coven without fear of the consequences, preferring to use her magic whenever and however she wished. Olivette stated that while talented and skilled, she has always been reckless and egocentric.

Rowena often feigns a warm and sweet disposition towards others in order to manipulate them and gain their trust. Rowena claims to be extremely proud of her son, Crowley, and regrets abandoning him as a child. She states that she left him both for his safety and to further her career in witchcraft which she deemed "no environment to raise a child". However, it is highly implied she never cared for her son as a child, apparently trying to sell him for pigs on one occasion and abandoning him so she could live out her own selfish desires.

While she claims to love Crowley and regularly reminds him that they are family, it is later revealed that she is merely playing on his emotions, using it to manipulate and gain control over him so she can use his position as the King of Hell to her advantage and to further her own goals. Once Crowley realizes this with Dean's assistance and throws her out of his domain, she becomes disowning and berating and shows her hatred for him and her desire to destroy everything around him.

Although genuinely powerful and talented, Rowena's ego causes her to often overestimate her capabilities, both magical and manipulatory. Many of her failures are caused by her underestimating her opponents.

Like her son, Rowena is quick witted and sarcastic. However, unlike Crowley who believes in integrity, Rowena has no sense of loyalty. This is shown when she abandons a demon in Crowley's dungeon after the demon lied for her and helped her gain her freedom.

Rowena seeks the Book of Old Magic, learns it's with user, and is determined to obtain it without limits; she's also adventurous.