A tragic and deeply disturbing event unfolded in Mexico when a young social media influencer was shot and killed during a TikTok live stream. The influencer, 23-year-old Valeria Márquez, was known for her beauty and makeup videos that had garnered her a following of nearly 200,000 people across TikTok and Instagram. Her death has sparked renewed attention on the country’s ongoing crisis of gender-based violence.
The incident occurred in a beauty salon in the city of Zapopan, Jalisco, where Márquez worked. She was live on TikTok at the time of the attack. In the moments leading up to the shooting, she was seen holding a stuffed toy and appeared anxious. She was heard saying, “They’re coming,” in a tense tone, followed by a voice in the background asking, “Hey, Vale?” Márquez responded with a simple “Yes” before muting the audio. Just moments later, she was fatally shot.
The entire event unfolded in real-time for viewers of her livestream, many of whom witnessed the horrific attack. After the shots were fired, the video showed someone picking up Márquez’s phone, with their face briefly appearing on camera before the stream abruptly ended.
The local prosecutor has confirmed that her death is being treated as a femicide. This classification, under Mexican law, refers specifically to the killing of a woman because of her gender and often involves elements such as degrading violence, prior abuse, or public exposure of the victim’s body. Investigators have not yet identified a suspect, and the investigation is ongoing.
Earlier in the same livestream, Márquez had expressed concern about a visit to the salon by an unidentified person who attempted to deliver what she described as an “expensive gift.” She mentioned that the individual came while she was not there and that she had no intention of waiting for them to return. Her unease was apparent, and some of her followers have pointed out that her behavior suggested she feared something might happen.
Mexico continues to struggle with high rates of gender-based violence. Femicide remains a critical issue, and the country ranks among the highest in Latin America and the Caribbean for such killings. In 2023, the rate of femicide was recorded at 1.3 deaths for every 100,000 women, placing Mexico alongside Paraguay, Uruguay, and Bolivia at the fourth-highest rate in the region.
The state of Jalisco, where the incident took place, has seen a particularly troubling rise in homicides. Since October 2024, there have been over 900 homicides reported in the state. Authorities and women’s rights advocates have repeatedly called for stronger measures to combat gender violence and bring perpetrators to justice.
Valeria Márquez’s death has sparked outrage and grief across social media, where many of her followers and fellow influencers have paid tribute to her and demanded justice. Her killing serves as a grim reminder of the dangers that women face in Mexico, even those in the public eye. As the investigation proceeds, there is growing pressure on law enforcement to deliver answers and ensure accountability for this brutal crime.
This tragedy has also reignited discussions about the safety of women online and offline, especially those who are visible and active on digital platforms. For many, Valeria Márquez was more than an influencer she was a young woman full of potential whose life was cut short by senseless violence.
