Femicides on the rise in Mexico: The death of Valeria Márquez sparks public outcry

In the city of Zapopan, located in the Mexican state of Jalisco, the death of 23-year-old social media influencer Valeria Márquez, who was killed in an armed attack during a live TikTok broadcast, has sparked widespread outrage across the country.

The incident occurred on May 13, 2025, at the beauty salon where the young woman worked, named “Blossom The Beauty Lounge”.

HER FINAL MOMENTS RECORDED ON BROADCAST

Valeria Márquez was an influencer known for her beauty and lifestyle content, with approximately 200,000 followers. During the live stream, she mentioned that a mysterious person had brought her an expensive gift at the salon and that she felt uneasy because she could not see their face.

During the broadcast, after saying, "They are coming," a man entered the salon and opened fire on her. The young woman died at the scene from gunshot wounds to her chest and head.

The state of Jalisco is one of the regions with the highest crime rates in Mexico and is particularly associated with drug cartels.

Criminal activities linked specifically to the Jalisco New Generation Cartel (CJNG) are deepening security problems in the region.

However, authorities state that there is no concrete evidence that Valeria Márquez's murder is directly linked to organized crime.

WHAT HAPPENED?

Valeria Márquez began her social media career after winning the “Miss Rostro” beauty pageant in 2021, reaching hundreds of thousands of followers on Instagram and TikTok. Márquez, who drew attention with her makeup, grooming, and lifestyle content, said in her final live broadcast on the day of the incident that a courier she knew had brought her a gift, but she was uneasy because she could not see his face. During the broadcast, she stopped looking at the cameras, touched her chest and abdomen, and then collapsed into her chair. Another woman ended the broadcast.

Police arrived at the scene around 18:30 and determined that the young woman had died. According to eyewitnesses, one of two people who arrived on a motorcycle entered the salon and asked, “Are you Valeria?” After receiving the answer “Yes,” the attacker drew his weapon, fired at least two shots, and fled the scene.

Zapopan, where the murder took place, creates a perception of being “safe” with its luxury stores and gated communities, yet it is one of the regions with the most violent crime rates in the state of Jalisco. According to the U.S. Department of Justice, a significant portion of real estate investments in the region serves to launder drug proceeds.

The Mexican press recalled that in past social media statements, Márquez had said, “If something happens to me, my ex-partner is responsible.” However, Zapopan Mayor Juan José Frangie stated that the young woman had not reported any threats to security forces.

The Jalisco Prosecutor's Office stated in a press release that there is no directly accused person regarding the incident and that all witness statements, footage, and social media content are being analyzed. It was stated that the investigation is being conducted with a gender perspective and within the framework of respect for human rights.

Mexico is one of the countries with the highest rates of femicide in Latin America. According to United Nations data, 1.3 femicide cases per 100,000 women were recorded in 2023. 48 hours before the murder of Valeria Márquez, Yesenia Lara Gutiérrez, a mayoral candidate for the Morena party, was also killed in an armed attack during a campaign convoy in the state of Veracruz. Just like Márquez, her death was also recorded on a live broadcast.