TikTok Beauty Influencer’s Livestream Ends in Tragedy, Prompting National Outcry in Mexico

By Hira Humayun, Avery Schmitz, and Veronica Calderon | CNN
Updated 1:11 PM EDT, Thu May 15, 2025

Valeria Marquez, a 23-year-old TikTok beauty influencer, was engaging with her followers during a livestream from her beauty salon in Zapopan, Mexico, when an unexpected and devastating event occurred.

In a moment that began with joy, Marquez was seen unwrapping a small parcel on camera — a gift that turned out to be a stuffed animal. “He’s a little piglet!” she exclaimed cheerfully, tossing her blonde hair and smiling at her viewers.

But the lighthearted atmosphere quickly shifted. Just moments later, the livestream captured a sudden and deeply disturbing turn of events. The stream ended abruptly when another individual picked up the phone, with their face briefly visible to viewers.

Authorities in the state of Jalisco have since confirmed that the influencer was the victim of a violent incident inside her salon. The case is currently being treated as a suspected act of gender-based aggression — a classification reserved for crimes targeting women due to their gender, also known as femicide under Mexican law.

Marquez, who had a strong presence on social media with over 100,000 followers on Instagram, is being remembered fondly by fans and peers. Her unexpected passing has sparked renewed conversations across Mexico about the ongoing concerns surrounding violence against women and public figures.

According to officials, a male individual had reportedly visited the salon earlier in the day before Marquez arrived, asking for her by name. He allegedly returned later, and it was during this second visit that the incident took place.

The identity of the individual involved has not been made public. Authorities have stated that, at this point, there is no confirmed link between the case and organized criminal groups operating in the region.

This tragic event comes just days after a separate incident in Veracruz, where a female mayoral candidate and three others lost their lives during a livestreamed campaign event. These two high-profile incidents have drawn intense scrutiny to the security of women — particularly those with public platforms — in Mexico.

While not every case involving violence against women is officially classified as femicide, a significant number are. In 2020 alone, approximately 25% of female fatalities in Mexico were investigated under this classification. According to Amnesty International, such cases were reported across all 32 states in the country.

In 2024, official records show 847 reported femicide cases, and already in the first quarter of 2025, 162 such cases have been documented.

Human rights advocates say the challenges go beyond the frequency of these acts. Investigations often face significant delays, and many cases remain unresolved. Juanita Goebertus, Americas Director for Human Rights Watch, noted in a statement to CNN:
“In 2022, around 4,000 women lost their lives due to violent circumstances in Mexico, accounting for about 12% of all homicide cases that year. Yet, the prosecution rate remains low, with roughly 67% of cases reaching a verdict.”

She emphasized the urgent need to improve investigative procedures and enhance protection mechanisms for both potential victims and witnesses.

The incident involving Marquez has reignited public discourse around accountability, safety, and the responsibility of institutions to ensure justice for all victims, especially women and members of the online creator community, who often face heightened exposure.

CNN has reached out to the Jalisco Attorney General’s Office for further updates. Investigations are ongoing.