While live streaming on the TikTok app, Valeria Márquez, a 23-year-old Mexican social media influencer, was killed. Valeria gained popularity by sharing her beauty and makeup tutorials. Her beauty salon in Zapopan, Jalisco, was the scene of the assault. The Jalisco state prosecutor confirmed they are handling the case as femicide.
Femicide in Mexico describes the killing of a woman for motives grounded in her gender. It can be sexual abuse, humiliating violence, affiliation with the killer, or public display of the victim’s body.
Márquez was live on TikTok on Tuesday. She was sitting at a table, a stuffed animal wrapped in her arms. When the shooting was just about to happen, she uttered, “They’re coming.” A voice was heard shouting in the background, “Hey, Vale?“ She answered, “Yes,” and ended the live streaming. Later on, somebody went inside the salon and shot her. The video displayed a hand reaching for her phone, and their face was briefly visible before the video stopped.
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Earlier in the same live stream, Márquez had discussed a peculiar visit. She explained how someone appeared at the salon when she was not there. This individual attempted to leave an “expensive gift” for her. She sounded concerned and explained how she would not wait for them to return.
Valeria Márquez had approximately 200,000 followers on TikTok and Instagram. She gained fame due to her beauty blogs and positive online personality.
The prosecutor’s office still lacks a suspect. Investigators are working to find the motive and are examining the evidence.
Femicide is a grave issue in Mexico. Mexico ranks together with Paraguay, Uruguay, and Bolivia as the fourth-highest femicide rate in Latin America and the Caribbean. The femicide rate stood at 1.3 per 100,000 women in 2023, reports the UN Economic Commission for Latin America and the Caribbean.
Jalisco ranks among the states with the highest homicide rates. Since President Claudia Sheinbaum took office in October 2024, killers have taken the lives of 906 people, according to data from consultancy TResearch.