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Momo Hinamori (雛森 桃, Hinamori Momo) is the lieutenant of the 5th Division, formerly under Sōsuke Aizen.

Hinamori is a sweet soul who is willing to give anything for the people she cares about and she also has a strong sense of right and wrong. She is a master of Kidō, and was a part of the top class in the Shinigami Academy. Hinamori is an upbeat and easy-going girl who is generally quite trusting, but also very impulsive, emotionally vulnerable, and naïve (though she has said that she would like to grow out of her naiveness). She greatly admires her former captain, Sōsuke Aizen, to the point where she believes that Aizen is still a good person and that Gin is just manipulating him.

Her best friends are Tōshirō, Renji, and Izuru. Those who know Hinamori only want her to be happy. When she is worried, others try to make her feel better. Hinamori has good friendships with many of the captain and lieutenant Shinigami. She is a good person and a strong Shinigami when she needs to be. She has untapped wells of anger hidden in the depths of her soul, and only goes there when she must.

Hinamori's main pastime activities are reading and drawing, and she indeed has some talent in the latter, therefore she is put in charge of drawing picture captions in Seireitei Communication. Her love for books was developed since Aizen regularly gave her the books he had read. In his absence, she frequently visits the library.

She also attends the ikebana lessons held by the 4th Division Captain, Retsu Unohana. She frequently pays visit to her and Tōshirō's Granny in Rukongai. Her favorite food is peach (a reference to her given name), while she does not like plums, even though her Zanpakutō's name means "flying plum tree".

Since Momo was the utterly devoted 5th Division Lieutenant of Aizen, his betrayal to the Soul Society essentially broke Hinamori, and his attempt on her life has had thus far unknown effects on her psyche. After Yamamoto debriefed Hitsugaya on Aizen’s plan concerning the King's Key, he allowed Hinamori to surprise Tōshirō and let her talk to him.

Momo still looks a little worse for wear, and has apparently not been sleeping well since regaining consciousness. After she apologizes to him profusely for not believing him and attacking him, Tōshirō pokes fun at her for her baggy eyes and small breasts, trying to make her laugh.

Hinamori abruptly asks him if he is planning on killing Aizen, and when he tells her yes, she begs for Aizen’s life. As she enters a hysterical state, she is knocked out again, and Yamamoto apologizes for Momo. At this time, it is obvious that Momo is not in a stable mental condition. Hinamori’s mental state is not entirely unexpected, given her idolization of Aizen.

In the Fake Karakura Town arc, Momo appears to help defend Karakura Town against Aizen, Ichimaru, Tōsen, and the top three Espada, declaring herself as Aizen's enemy. However, as Rangiku notes, she still referred to him as "Captain Aizen," making it questionable if she's fully accepted the fact that Aizen is the enemy, or if she still has some doubts.

She sometimes bakes cookies, and once baked cookies in the shape of Aizen's glasses. However, she is also capable of making "the normal kind".