Gunman kills Mexican influencer Valeria Márquez during TikTok live in beauty salon

A scream echoed through the beauty salon in Zapopan, Jalisco, when Valeria Márquez, a 23-year-old Mexican influencer, was shot during a TikTok live stream. The crime, which occurred on the afternoon of May 13, stunned Mexico and reverberated across social media. The young woman, known for her makeup tutorials and charisma, was hit by two bullets, one to the head and one to the chest. The gunman, who fled on a motorcycle, has not yet been apprehended.

The tragedy unfolded at Valeria’s own establishment, where she was engaging with followers. Minutes earlier, she had posted a smiling photo on her Instagram Stories. The brutality of the attack, captured in real time, sparked global outrage. The employee chatting with Valeria during the live stream turned off the broadcast after the influencer collapsed.

The case is under investigation by the Jalisco Attorney General’s Office, which classified the crime as femicide. Preliminary reports suggest involvement of an ex-boyfriend, but authorities are still seeking concrete evidence. Violence against women in Mexico, a persistent issue, gains renewed attention with this murder.

• Over 100,000 followers tracked Valeria on social media.
• The attack took place at her beauty salon in the Guadalajara metropolitan area.
• The investigation prioritizes the femicide angle, with searches for the gunman ongoing.

Social media reactions

Valeria Márquez’s death triggered a wave of outrage online. Fans and fellow influencers shared messages of grief and anger, demanding justice. Hashtags like #JusticeForValeria and #EndFemicide gained traction on TikTok and Instagram, amassing millions of views. Many highlighted the vulnerability of women in public and private spaces.

Videos of the broadcast, though quickly removed from platforms, were downloaded and shared in messaging groups. The spread of the footage intensified debates about the ethics of disseminating sensitive content. Human rights organizations criticized the exposure of the victim and called for measures to protect posthumous privacy.

On X, posts from Mexican users emphasized the need for action against gender-based violence. A local influencer wrote that the case reflects the “cruel reality” women face in the country. The virtual outcry also reached international forums, with calls for transparent investigations.

Violence in Jalisco

Jalisco, where the crime occurred, is one of Mexico’s most violence-plagued regions. Government data indicate that in 2024, the state recorded over 200 femicide cases. Proximity to Guadalajara, the country’s second-largest city, does little to curb crime rates. Local gangs and personal disputes often lead to deadly attacks.

Valeria Márquez, though well-known online, had no public record of threats. Her beauty salon, located in the bustling Santa María plaza, was a hub for clients and followers. The attack, executed with precision, suggests planning, according to investigators. The motorcycle used in the escape was found abandoned, but it yielded no clear leads on the suspect.

The classification of the case as femicide underscores the severity of the issue in Mexico. In 2023, the country reported over 3,000 murders of women, with about 800 investigated as femicides. Organizations like Amnesty International warn that impunity exacerbates the crisis, with less than 20% of cases resulting in convictions.

• Femicides in Jalisco rose 15% between 2022 and 2024.
• Impunity affects 80% of violence cases against women in Mexico.
• Zapopan, the crime’s location, is among the municipalities with the highest violent crime rates.
• The suspect’s motorcycle was located, but no identification has been made.

Valeria Márquez’s journey

Valeria Márquez built a solid career as a digital influencer. Born in Guadalajara, she started posting TikTok videos in 2019, focusing on makeup and personal care. Her authenticity and connection with her audience made her a beloved figure. With over 100,000 followers, she monetized content and promoted local brands.

Beyond social media, Valeria was an entrepreneur. Her beauty salon, opened in 2022, offered aesthetic services and attracted loyal clients. She also participated in community events, such as beauty fairs, where she shared tips with aspiring makeup artists. Her win in the 2021 Miss Face pageant boosted her visibility, leading to partnerships with cosmetics companies.

Friends described Valeria as determined and dreamy. She planned to expand her salon and launch a beauty product line. Hours before the crime, she recorded a video discussing new projects, making her death even more shocking for followers.

Ongoing investigation

The Jalisco Attorney General’s Office deployed a specialized team to the case. Security cameras from the Santa María plaza are being analyzed, but the gunman’s identity remains unknown. Witnesses report that the man, of average height, wore a helmet and dark clothing. He entered the salon under the pretext of delivering a gift, which disarmed suspicion.

The investigation includes Valeria’s ex-boyfriend, mentioned in unofficial reports. Sources close to the family say the relationship ended months earlier, but no records of violence complaints exist. Police are also considering whether the crime is tied to local disputes, though no solid evidence supports this yet.

Valeria’s family requested privacy and demanded swift investigations. A spokesperson for the Attorney General’s Office stated that the case is a priority, with teams working to identify the suspect. Public pressure, fueled by social media, keeps the crime in the media spotlight.

• Security cameras are the main lead in identifying the gunman.
• The ex-boyfriend is under scrutiny, but no confirmed evidence exists.
• The Attorney General’s Office promised public updates on the case.
• Witnesses described the suspect as a man of average height.

Impact on the influencer community

Valeria Márquez’s death shook Mexico’s content creator community. Many influencers paused live broadcasts, fearing for their safety. A Guadalajara-based influencer, who chose anonymity, said the crime made her rethink interactions with strangers. Online exposure, once a strength, is now viewed with caution.

Digital creator associations issued statements calling for protection for public figures. TikTok, where Valeria was killed, announced measures to enhance live stream safety, such as stricter filters and real-time monitoring. The company also removed content reposting the crime video, citing guideline violations.

The case reignited discussions about the role of social media in amplifying tragedies. Digital security experts warn that live streams expose creators to risks, especially in high-crime areas. The lack of clear platform regulations also drew criticism from activists.

Femicide in Mexico: alarming figures

Valeria Márquez’s murder lays bare Mexico’s femicide crisis. The country records an average of 10 women killed daily, according to the National Statistics Institute. Most cases involve domestic violence or crimes of passion, but public attacks like Valeria’s are also common.

Feminist organizations called for protests in Guadalajara, demanding effective public policies. The hashtag #NiUnaMenos, used in anti-gender-violence campaigns, regained momentum. Activists note that impunity and a lack of investigative resources worsen the issue.

In Jalisco, the state government announced a plan to combat violence against women, but it faces skepticism. Critics argue that past measures, like panic buttons and shelters, failed to reduce femicide rates. Valeria’s death underscores the urgency of concrete actions.

• Mexico recorded 3,723 murders of women in 2024.
• Only 22% of femicides lead to convictions.
• Jalisco has the second-highest femicide rate in the country.
• Protests in Guadalajara are scheduled for late May.

Valeria’s legacy online

Valeria Márquez left a legacy of inspiration for her followers. Her vibrant videos remain available on her accounts, now managed by family. Fans created tributes highlighting moments of her journey. A follower wrote that Valeria’s tutorials helped her gain confidence as a makeup artist.

The beauty salon, now closed, became a pilgrimage site for admirers. Flowers and candles were left at the entrance, along with messages supporting the family. Zapopan’s city hall announced discussions on safety measures for commercial establishments, but no timelines were set.

Valeria’s story also sparked online campaigns. Mexican influencers launched #BeautyWithoutFear, encouraging women to occupy public spaces fearlessly. The campaign raises funds for organizations fighting gender-based violence.

Safety measures under debate

The tragedy prompted authorities and platforms to review safety protocols. Jalisco’s Attorney General’s Office announced increased patrolling in commercial areas like the Santa María plaza. The local government also plans to install more surveillance cameras, though the measure faces criticism for limited effectiveness.

In the digital realm, TikTok faces pressure to improve creator protections. Experts suggest restricting public live streams to verified users or adding automated alerts for suspicious behavior. The platform pledged to cooperate with Mexican authorities but provided no timeline for changes.

Zapopan merchants, where the crime occurred, demanded support to secure their businesses. The local shopkeepers’ association requested subsidies for private security systems. Valeria Márquez’s case, though isolated, exposed vulnerabilities in public and digital safety.

• TikTok plans to implement stricter live stream filters.
• Zapopan will see increased patrolling in commercial zones.
• Merchants seek subsidies for security systems.
• Surveillance cameras will expand in the city.

Timeline of events

The crime’s sequence was reconstructed from witnesses and security footage. At 2:30 p.m. on May 13, Valeria began her TikTok live stream, chatting with an employee. Fifteen minutes later, the gunman entered the salon, carrying a box suggesting a gift. He fired twice and fled in under a minute.

The employee, in shock, ended the live stream at 2:47 p.m., as clients screamed for help. Paramedics arrived at 3:00 p.m., but Valeria showed no vital signs. Police cordoned off the area and began collecting statements. The suspect’s motorcycle was found at 5:00 p.m. in a nearby neighborhood.

The investigation gained pace the next day, with camera analysis and witness searches. The Attorney General’s Office issued a statement at 8:00 p.m. on May 13, confirming the femicide probe. Valeria’s family was officially notified on the morning of May 14.

• 2:30 p.m.: Valeria starts her TikTok live stream.
• 2:45 p.m.: Gunman enters the salon and shoots.
• 2:47 p.m.: Live stream ends by employee.
• 5:00 p.m.: Suspect’s motorcycle is located.
• 8:00 p.m.: Attorney General’s Office confirms femicide investigation.