Valeria Marquez, a 23-year-old beauty influencer, was killed during a TikTok livestream in Zapopan, Jalisco; authorities investigate as a femicide amid Mexico’s gender-based violence crisis.
Tags: Mexico news, Jalisco, femicide, TikTok, social media violence.
In the early evening of May 13, 2025, Valeria Marquez—a 23-year-old beauty influencer with nearly 200,000 followers—was shot and killed during a live TikTok broadcast from the Blossom the Beauty Lounge salon in Zapopan, Jalisco. Viewers saw Marquez clutching a plush toy and expressing unease moments before a gunman burst into the salon and opened fire, killing her instantly. Authorities in Jalisco have launched an investigation under Mexico’s femicide protocols, which address killings motivated by gender bias and public exposure of the victim’s body.
During the livestream, Marquez appeared tense as she mentioned that someone had earlier tried to leave an expensive gift at the salon. Seconds later, a man disguised as a delivery worker walked in and shot her multiple times on camera, then fled the scene on a motorcycle. A friend who was assisting Marquez abruptly ended the stream, but not before horrified viewers witnessed the fatal attack in real time.
Jalisco state prosecutors have classified the killing as a femicide—a deliberate homicide of a woman because of her gender—and are applying special investigative protocols that consider factors such as the victim’s relationship with the perpetrator and the public display of the crime. No arrests have been made, and authorities say the investigation remains active as they sift through video evidence and witness statements.
Marquez was more than a social media personality; she was a model and the winner of the 2021 Miss Rostro pageant. Friends and family say she had recently voiced concerns online about threats she believed were connected to a former partner, underscoring fears that personal relationships can escalate into violence against women in Mexico.
News of Marquez’s on-camera murder sent shock waves through Mexico’s influencer community and ignited an outpouring of grief on social media. Fans flooded her Instagram and TikTok profiles with tributes, saying they were “devastated” and demanding justice for her death. Many called for better protections for content creators, particularly women who often broadcast from public or semi-private spaces.
The killing has also focused attention on Mexico’s broader gender-based violence crisis. According to the United Nations Economic Commission for Latin America and the Caribbean, Mexico recorded 1.3 femicides per 100,000 women in 2023, tying it with Paraguay, Uruguay and Bolivia for the fourth-highest rate in the region. Advocates warn that public, high-profile cases like Marquez’s can both mobilize support for reform and deepen fears among women nationwide.
Jalisco itself has seen a sharp rise in violent crime under President Claudia Sheinbaum’s administration, with 906 homicides reported in the state since October 2024—ranking it sixth among Mexico’s 32 states. Local authorities have faced criticism for not doing enough to stem the tide of gender-motivated killings and protect vulnerable groups.
As the investigation continues, Jalisco officials are urging anyone with information on the assailant’s identity or whereabouts to come forward. Meanwhile, women’s rights organizations are pressuring the federal government to strengthen protocols for online safety and on-site security at businesses operated by female entrepreneurs and influencers, in hopes that no other woman will suffer a similar fate
