Valeria Marquez, 23, shot dead in Jalisco beauty salon; investigation launched amid growing concerns over gender-based violence
MEXICO CITY (Reuters) – A tragic incident unfolded live on social media as Valeria Marquez, a 23-year-old Mexican beauty influencer, was fatally shot during a TikTok livestream at the beauty salon where she worked in Zapopan, Jalisco. The brazen killing has sparked outrage and renewed calls for action amid Mexico’s persistent crisis of gender-based violence.
The Jalisco state prosecutor confirmed that Marquez’s murder is being investigated under femicide protocols, which are applied when a woman is killed due to her gender. Authorities have not yet identified a suspect.
Just seconds before the attack, Marquez was seen on her livestream clutching a stuffed toy and saying, “They’re coming,” after someone off-camera called her name. The video was abruptly muted—and moments later, the fatal shots were heard. A person then appeared to pick up the phone, briefly showing their face on the livestream before it ended.
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Marquez had previously mentioned during the same stream that an unknown individual had attempted to deliver an “expensive gift” to her earlier, causing her concern.
The young influencer had amassed nearly 200,000 followers across TikTok and Instagram, gaining popularity for her beauty tips and makeup tutorials.
Femicide in Focus
Mexico continues to grapple with a high rate of femicide, ranking fourth in Latin America alongside Paraguay, Uruguay, and Bolivia, with 1.3 femicides per 100,000 women, according to UN ECLAC data from 2023. The state of Jalisco has reported 906 homicides since October 2024, placing it sixth among the country’s 32 federal entities.
Under Mexican law, femicide investigations involve examining factors such as degrading violence, prior threats, or the public display of a victim’s body.
Valeria Marquez’s shocking death, broadcast in real-time to her followers, underscores the dangerous intersection of misogyny, violence, and public life in a country still struggling to protect its women.
