Three women – 27 year old Tokyo office worker Mire Yoshizuki, 22 year old fourth-year college student Sora Nagase, and 20 year old boyish, part-time Hiroshima okonomiyaki shop worker and freelancer Reika Kawatani – are drawn together by a magic gem.

Go! Princess PreCure is set in a boarding junior high school, named Noble Academy. The protagonist Haruka Haruno is a 13-year-old first-year student. Her big dream is to be a princess someday because she admired a princess in the picture book she has kept since her childhood. One day, she transforms into Cure Flora with the "Dress Up Key" which Prince Kanata of Hope Kingdom gave her as a good luck charm when she was little. Then she also finds other Pretty Cure girls in her school, 14-year-old Minami Kaidou as Cure Mermaid and 13-year-old Kirara Amanogawa as Cure Twinkle. As the Princess Pretty Cure team, with two fairies Pafu and Aroma, they fight against the dark witch Dyspear, who hates all the dreams in the world and wants to turn them to despair.

When a girl named Ariyoshi Juna has a severe accident, her spirit turns to light and rises up out of her body into the night sky where she gets a glimpse of Earth a few months into the future. What she sees is the Earth on the brink of total destruction, ruled by the merciless demon forces called the Raajas. Then, a person named Chris Hawken gives Juna a "power stone" and tells her to use it to save the Earth. The power stone gives her the ability to call up an "aura suit", which activates and enhances a person's dormant special powers.