ZAPOPAN, MEXICO – In a shocking and tragic event, Valeria Marquez, a 23-year-old beauty influencer, was murdered during a live TikTok broadcast, sending ripples of grief and anger across Mexico. The incident occurred in a beauty salon in Zapopan, where Marquez worked and was streaming live to her followers.
Before the fatal moment, Marquez mentioned a visitor who promised a lavish gift. Soon after, she clutched a pink stuffed toy and seemed to recognize someone out of frame, uttering, “They’re coming,” before her name was called by a voice in the background. She acknowledged and attempted to mute her live stream before the gunfire erupted.
The live feed captured the horror, with the killer momentarily visible before the stream concluded. The individual’s identity and role in the crime are yet to be revealed, as authorities probe the incident as a suspected femicide, a gender-based crime, sparking a national outcry for justice.
Marquez, a rising star in the online world with nearly 200,000 followers, has become a symbol of the pervasive issue of violence against women in Mexico. President Claudia Sheinbaum has vowed to pursue justice, though the investigation has yet to produce a suspect.
Assistant Professor Paulina Garcia del Moral, who studies gender violence, expressed both horror and resignation, citing the increasing frequency of such crimes despite legal recognition of femicide. Last year, Mexico reported 847 femicides, making up a significant portion of homicides involving female victims.
The issue of femicide was central to Sheinbaum’s recent presidential campaign, emphasizing the need for systemic reform. Garcia del Moral pointed out the necessity of institutional accountability to address the root causes of such violence and the impunity that often follows.
Human rights advocates highlight that inadequate punishments and inconsistent legal definitions contribute to the ongoing crisis. Sentences for femicide vary widely, and many cases remain unresolved, with Amnesty International reporting a staggering 95% of cases going unpunished.
As the investigation into Marquez’s death unfolds, it casts a spotlight on Mexico’s struggle to combat gender violence and the urgent need for justice and change.