On May 14, 2025, 23-year-old beauty influencer Valeria Marquez was fatally shot during a TikTok livestream at the beauty salon where she worked in Zapopan, Jalisco. Moments before the attack, Marquez appeared anxious, referencing someone who had previously tried to deliver an “expensive gift” and might return. After responding to a male voice and muting the video, she was shot. A person briefly appeared on the livestream after picking up her phone.
Marquez had nearly 200,000 followers across Instagram and TikTok, where she shared beauty and makeup content. Her death initially sparked public outrage, but soon gave way to victim-blaming narratives on social media, with some speculating about her personal life and alleged associations.
Authorities are treating the case as a possible femicide, a crime defined in Mexico as a gender-based killing often involving particular brutality or a relationship with the perpetrator. President Claudia Sheinbaum announced that the country’s top security cabinet is leading the investigation to determine the perpetrator and motive.
Marquez’s murder underscores the broader issue of gender-based violence in Mexico. In 2023, the country recorded 852 femicides, with Jalisco among the most dangerous states. Experts and advocates criticize systemic failures in addressing such crimes, citing earlier cases like Ingrid Escamilla, Fatima Aldrighett, and Debanhi Escobar, which were marked by brutal violence and flawed investigations.
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