Zapopan, Mexico – Valeria Márquez, a 23-year-old beauty influencer with over 320,000 social media followers, was fatally shot during a live TikTok broadcast from her salon in Zapopan, Jalisco. The killing is being investigated as a possible femicide, though the circumstances remain unclear amid speculation of cartel involvement.
The state prosecutor’s office confirmed Márquez was targeted by two gunmen who arrived on motorcycles. One assailant asked if she was Valeria before shooting her twice inside her business, Blossom The Beauty Lounge.
Tragic Final Moments Streamed Live
During the livestream, Márquez discussed waiting for a courier she knew but expressed unease as the individual’s face was obscured. Seconds later, she was seen grabbing her chest and abdomen before collapsing, holding a pink stuffed animal. Another woman ended the stream shortly after.
This horrifying event has renewed concerns about the risks influencers face online, particularly in high-crime regions.
Violence in Zapopan: Femicide or Cartel Hit?
Though prosecutors are treating the case as a gender-based killing, the killing’s location in Jalisco—home of the powerful Cartel Jalisco Nueva Generación (CJNG)—has led many to question whether it was connected to organized crime.
Jalisco ranks sixth in Mexico for homicide rates, with over 900 murders since October 2024, according to TResearch. More than 15,000 people have disappeared in the region since 2018, and the U.S. Department of Justice links over half of Zapopan’s real estate development to cartel-related money laundering.
Still, the prosecutor’s office has no evidence yet of cartel involvement. They are investigating the case under a femicide protocol, examining social media content, CCTV footage, and public statements.
A Rising Star Silenced
Valeria Márquez first gained national recognition after winning the Miss Rostro pageant in 2021. She later became a content creator, offering makeup tutorials, fashion tips, and glimpses into a lavish lifestyle featuring private jets and yachts. At the time of her death, she had 223,000 followers on Instagram and nearly 100,000 on TikTok.
She was known not only for her beauty but also for empowering messages and lifestyle content. See our related article on influencer safety and best practices.
Political Violence and Broader Trends
The same day Márquez was killed, former congressman Luis Armando Córdoba Díaz was gunned down just two kilometers away. Less than 48 hours earlier, mayoral candidate Yesenia Lara Gutiérrez was also murdered during a live-streamed event in Veracruz. These incidents highlight the growing trend of violence against public figures in Mexico.
National and Global Reaction
Mexican President Claudia Sheinbaum condemned the killing and promised a full investigation. The United Nations and rights groups have renewed calls for action on gender violence in Mexico, where femicide rates are among the highest in the region.
According to ECLAC (United Nations Economic Commission for Latin America and the Caribbean), Mexico recorded 1.3 femicides per 100,000 women in 2023. Yet, according to Jalisco officials, 90% of crimes go unreported or uninvestigated.
What Comes Next?
Investigators continue to pursue all leads in Márquez’s killing. Meanwhile, her family and fans mourn a young woman whose influence extended far beyond beauty tips and lifestyle posts.
“A femicide is the worst thing,” said Mayor Frangie. “We must ensure her death was not in vain.”
Need help or know someone at risk? In Mexico, dial 911 or contact Línea Mujeres at 55-5658-1111 for gender violence support.
Stay updated with BBC Mundo and follow our Crime & Justice section for the latest developments.
