MEXICO CITY — A young Mexican influencer, known for her beauty and makeup tutorials, was tragically gunned down live on TikTok, in an incident that has sent shockwaves throughout Mexico. Valeria Marquez, 23, had gained a following for her engaging online presence, offering beauty tips and personal moments with her growing audience. Her brutal murder, which unfolded in real time on social media, has only heightened the national concern over gender-based violence in the country.
Marquez’s death has shaken a country already struggling with high levels of violence against women. The shocking nature of the crime—carried out in front of her followers as she livestreamed on TikTok—has cast a spotlight on the deeply ingrained gender violence affecting so many women across Mexico. The country’s ongoing fight against femicide has reached a grim new chapter, one that highlights both the pervasive risks women face in everyday life and the vulnerabilities exposed by the very platforms many use for self-expression.
The Jalisco state prosecutor confirmed that the death of Marquez is being investigated under the legal framework of femicide. The term refers to the intentional killing of women or girls because of their gender, often marked by extreme violence, a personal connection with the perpetrator, or the public display of the victim’s body. In Marquez’s case, authorities are focusing on whether the crime fits this definition, though details about her relationship with the assailant remain unclear.
Femicide in Mexico can take many disturbing forms, ranging from brutal physical assaults to sexual violence. The country’s laws have increasingly recognized the need to treat such cases as a specific category of crime, separate from general homicide, to address the systemic nature of gendered violence. In this case, the prosecution’s decision to treat Marquez’s murder as femicide reflects a commitment to investigate the social and cultural factors that may have contributed to her tragic death.
According to officials, Marquez was shot on Tuesday while she was at the beauty salon in Zapopan, a city located in the state of Jalisco. She was working at the time when a man entered the establishment and opened fire. The prosecutor’s office has yet to identify a suspect or provide further details about the circumstances surrounding the attack, leaving many unanswered questions about the motives and potential perpetrators involved.
Perhaps the most chilling aspect of this murder is the fact that it was broadcast live, witnessed by hundreds of her followers as it unfolded in real time. In the moments leading up to the shooting, viewers saw Marquez sitting at a table, clutching a stuffed toy. She softly whispered, “They’re coming,” before a voice in the background called out, “Hey, Vale?” The livestream abruptly ended soon after. The juxtaposition of such a casual moment with the horrific violence that followed has left viewers and the public alike grappling with the brutal reality of her death.
This tragic event has prompted widespread outrage and concern over the safety of women in Mexico, where the rate of femicides has been on the rise for years. Activists, lawmakers, and the general public are calling for greater action to protect women and to bring an end to the culture of impunity that so often surrounds these crimes. Marquez’s murder, captured in such an intimate and horrifying manner, serves as a stark reminder of the dangers women face, even in spaces that were once considered safe.
As the investigation continues, Mexico is once again confronted with the urgent need for systemic change to address the pervasive issue of gender-based violence. The death of Valeria Marquez is a painful reminder of the work that still lies ahead in the fight for women’s safety and justice.