On May 13, 2025, 23-year-old Mexican influencer Valeria Márquez was fatally shot while livestreaming on TikTok from her beauty salon in Zapopan, Mexico. The shocking incident, witnessed live by her followers, has sent ripples of grief and anger across the nation, spotlighting Mexico’s persistent crisis of violence against women.
Authorities are treating the case as femicide, with speculation swirling around potential ties to her ex-partner and possible cartel involvement. Coming just days after the high-profile killing of a female politician, Márquez’s murder has intensified concerns about the safety of women in Mexico, especially those with prominent social media presences.
Valeria Márquez was a burgeoning talent in Mexico’s social media sphere, celebrated for her beauty and lifestyle content. Her rise to prominence began in 2021 when she won the Miss Rostro (Miss Face) beauty pageant, a victory that catapulted her into the influencer world. She cultivated a substantial following, boasting over 345,000 Instagram followers and 100,000 on TikTok, where she shared makeup tutorials, fashion tips, and glimpses of a lavish lifestyle featuring private jets and yacht trips.
Beyond her online persona, Márquez was an entrepreneur who owned “Blossom The Beauty Lounge,” a beauty salon in Zapopan, near Guadalajara in Jalisco state. At just 23, she had carved out a niche as a successful beauty influencer and businesswoman, resonating with young Mexicans immersed in beauty trends and digital culture. Her sudden death has left her fans reeling and amplified fears about the risks faced by women in the public eye.
The tragedy unfolded on the evening of May 13, 2025, around 6:30 PM local time (12:30 GMT), during a routine TikTok livestream from Márquez’s salon. As she chatted with viewers, she mentioned awaiting a courier delivering a gift, voicing unease when a friend couldn’t identify the delivery person.
“Why didn’t he just drop it off? Were they going to pick me up (kidnap me) or what?”
She mused, clutching a pink stuffed animal.
Seconds later, an off-screen voice called out,
“Hey, Vale?”
She replied, “Yes,” before gunshots erupted. Viewers watched in horror as Márquez clutched her chest and abdomen, collapsing in her chair.
Another woman abruptly ended the stream. Authorities say two men on motorcycles arrived at the salon; one entered, asked for Valeria by name, and shot her multiple times—striking her abdomen and head—before fleeing. The visceral, public nature of the killing left some viewers initially doubting its reality, a disbelief soon replaced by grief.
Police arrived at 6:30 PM, confirming Márquez’s death. The Jalisco State Prosecutor’s Office launched an investigation, classifying it as a femicide—a gender-based killing—reflecting its targeted nature. Mexican President Claudia Sheinbaum vowed,
“We’re working to catch those responsible and find out why this happened,”
signaling the case’s national weight.
Investigators are reviewing footage from over 10 nearby security cameras and Márquez’s social media for clues, with Roberto Alarcón Estrada, head of Jalisco’s Strategic Security Area, stressing confidentiality to protect the case (file 30945/2025). The prosecutor’s office emphasized a gender-sensitive approach, stating,
“The investigation is being conducted under the femicide protocol, with a gender perspective, without revictimisation and in accordance with the principles of legality, impartiality and respect for human rights.”
While no suspects have been officially named, theories abound. One point to cartel involvement, given Zapopan’s location in Jalisco, a stronghold of the Jalisco New Generation Cartel (CJNG).
Mexican media have speculated about Márquez’s ex-partner, Ricardo Ruiz Velazco—known as “El Doble RR”—a purported CJNG figure allegedly upset over gifts she received from fans. Velazco has been tied to other violent incidents, including the murders of Daisy Ferrer Arenas in 2012 and influencer Juan Luis Lagunas.
Hours before her death, Márquez posted about an extravagant gift, fueling speculation that it may have triggered the attack. She had also reportedly blamed Velazco for any harm that might befall her. Yet, the prosecutor’s office has rebuffed these claims, asserting,
“There are no direct accusations against any individual in the investigation file,”
aiming to quell rumors and safeguard the inquiry.
Márquez’s killing underscores Mexico’s femicide epidemic, with the country ranking fourth in Latin America for such crimes, recording 1.3 deaths per 100,000 women in 2023, per the UN ECLAC. Femicide, driven by misogyny and control, demands distinct investigation protocols. Her death, following the murder of mayoral candidate Yesenia Lara Gutiérrez during a Facebook livestream days earlier, highlights the vulnerability of women in public roles. Both incidents, broadcast live, amplify the crisis’s visibility and urgency.
Zapopan, where Márquez’s salon stood, projects an image of safety with its private security and polished streets. Yet, it’s among Jalisco’s most violent areas, with frequent shootings even in upscale zones—a duality reflecting broader Mexican security challenges. Mayor Juan José Frangie noted Márquez hadn’t sought protection despite her reported fears about her ex-partner, calling femicide “the worst thing” while sidestepping broader safety critiques.
