Mexico: A high-level investigation has been launched by Mexico's national security cabinet into the shocking murder of 23-year-old TikTok influencer Valeria Marquez, who was gunned down during a livestream on Tuesday in the city of Zapopan, Jalisco. President Claudia Sheinbaum confirmed the probe on Thursday, describing the killing as deeply alarming and a potential case of femicide — the gender-based murder of women.
Marquez, a beauty salon worker and rising social media personality with nearly 200,000 followers on TikTok and Instagram, was live on TikTok when the attack occurred. In the moments before her death, she clutched a stuffed toy and appeared visibly nervous.
“They’re coming,” she said on camera, responding “Yes,” to a voice off-screen asking, “Hey, Vale?” before muting the audio. Moments later, a man entered the salon and fatally shot her in the head and chest. The incident ended with a brief, haunting image of someone picking up her phone as the livestream cut off.
Authorities confirmed that Marquez died at the scene from gunshot wounds. According to El Financiero, she had mentioned during the same livestream that someone had tried to deliver an “expensive gift” when she wasn’t at the salon, and she expressed unease about the encounter.
No suspects have been named yet, and the Jalisco state prosecutor’s office stated that no formal accusations have been filed. However, officials are treating the murder as a potential femicide, which in Mexico includes cases involving degrading violence, public exposure of the body, or prior relationships with the perpetrator.
President Sheinbaum offered condolences to Marquez’s family and assured the public that her top security ministers are directly overseeing the case alongside local prosecutors. “An investigation is under way to find those responsible and understand the motive behind this situation,” she said in her morning press briefing.
The incident has reignited concerns about violence against women in Mexico, a country where femicide rates remain among the highest in Latin America. According to the UN Economic Commission for Latin America and the Caribbean, Mexico ranks fourth in femicide rates in the region, alongside Paraguay, Uruguay, and Bolivia, with 1.3 gender-related killings per 100,000 women as of 2023.
Jalisco state, where the killing occurred, is currently ranked sixth among Mexico’s 32 states for homicides, with over 900 recorded since Sheinbaum assumed office in October 2024, according to the consultancy TResearch.
Marquez’s killing has sent shockwaves through the influencer community and prompted fresh demands for better protection of women, especially those in the public eye. As the investigation unfolds, many are waiting for answers—not only about who killed Valeria Marquez, but why.
