TikTok Beauty Influencer Targeted During Live Stream in Mexico
By Jonathan Wolfe | May 14, 2025

Valeria Márquez, a 23-year-old beauty influencer, was tragically caught in a violent incident on Tuesday while livestreaming on TikTok from her beauty salon in Zapopan, Jalisco, Mexico. The incident, which occurred in front of her audience of 113,000 followers, has raised concerns about the increasing violence against women in the country.

According to the Jalisco State Prosecutor’s Office, two men arrived on a motorbike outside the salon. One of the men entered wearing a mask and specifically inquired about Valeria by name. Upon confirming her identity, the man pulled out a gun and shot her, then fled the scene on the motorbike. The entire scene unfolded live for her followers, creating an unsettling and tragic moment for viewers.

In the video, which has since been circulated online, Valeria is seen sitting in her salon chair, holding a pink stuffed pig, looking away from the camera before clutching her chest and stomach. The video abruptly cuts off after another woman’s face briefly appears on screen.

The prosecutors have not yet named any suspects, though they have confirmed that the men, who initially visited earlier that day claiming to deliver a gift, did not personally know Valeria. They had to ask for her by name when they arrived, which suggests the assailants were not familiar with her.

Authorities are investigating the incident as a possible case of “femicide,” a term used to describe the killing of women due to their gender. This type of gender-based violence continues to be a significant issue in Mexico, where many similar cases go unpunished.

Valeria’s followers quickly flooded her social media accounts with messages of disbelief and condolences. Some even questioned the authenticity of the footage, while others expressed sorrow for the tragic event. TikTok has not responded to requests for comments on the incident at this time.

This incident highlights a larger pattern of violence against women in Mexico, where femicide rates have been rising steadily over the past decade. A 2023 study showed that femicide in the country has been increasing at a faster pace than other violent crimes, with an estimated 10 to 11 women being murdered every day.

According to the United Nations, over 50,000 women have been killed between 2001 and 2024, with less than 5% of these cases resulting in a conviction. This lack of justice is often attributed to the country’s machismo culture and deeply ingrained sexism, which can lead to victim-blaming and insufficient investigations.

Paulina García-Del Moral, an associate professor of sociology at the University of Guelph, explained that the issue of femicide in Mexico is a reflection of broader societal problems. “There’s still a sense of entitlement among a lot of men in Mexico — and elsewhere in Latin America and the world — they feel entitled to women’s bodies,” García-Del Moral said. “It’s proven to be very resilient and resistant to change.”

Despite efforts to enact local and federal laws aimed at curbing gender-based violence, Mexico still faces one of the highest rates of femicide in the world. Experts agree that this violence is not just a product of criminal activity, but also a result of the lack of accountability and systemic issues within society.

While the death of Valeria Márquez has captured the public’s attention, it is part of a larger trend of violence against public figures, especially women. Just days before Valeria’s livestream incident, another woman, Yesenia Lara Gutiérrez, a mayoral candidate in Veracruz, was the victim of gunfire during a livestream of a campaign march. In both cases, the attacks were broadcasted live, underscoring the message that women in Mexico, regardless of their status or platform, are often not protected from violence.

These attacks send a chilling message about the vulnerability of women in Mexico, whether they are influencers, politicians, or ordinary citizens. As Dr. García-Del Moral pointed out, “Feminicidal violence in Mexico is so deep, and so broad, you are not necessarily protected by virtue of being of wealthier socioeconomic status, or being a politician, or being even live.”

The Mexican government has responded with various reforms in recent years to address femicide and gender-based violence. However, these efforts have often been criticized for being inadequate, with too many cases of violence against women remaining unresolved. Investigations into such incidents are often delayed or dismissed, and when charges are filed, they frequently focus on irrelevant details, such as the victim’s appearance or personal choices, instead of the act of violence itself.

As the investigation into Valeria Márquez’s case continues, authorities are working to piece together surveillance footage and examine social media posts to uncover the identities of the perpetrators. While the motives behind the crime remain unclear, it has raised important questions about the safety of women in public spaces, especially those who use social media to connect with others.

In a country where violence against women is a pervasive issue, the case of Valeria Márquez is yet another stark reminder of the need for greater accountability, protection, and justice. As experts and activists continue to demand change, Valeria’s tragic experience serves as a call to action for the Mexican government and society to confront the deep-rooted problems that contribute to gender-based violence.

The public outcry following Valeria’s incident highlights the growing recognition that violence against women must be addressed comprehensively. While the immediate focus remains on identifying and prosecuting those responsible, the wider conversation about how to prevent such incidents from happening in the future continues to evolve.