Mexican beauty influencer Valeria Márquez was shot dead during a TikTok livestream at her beauty salon in Zapopan, a suburb of Guadalajara, on Tuesday, sending shockwaves across Mexico and the global online community. The 23-year-old, known for her beauty and makeup content, was engaging with her nearly 200,000 followers on TikTok and Instagram when the fatal attack occurred.
As reported by state authorities, Márquez was sitting at a table in her salon with a stuffed animal in hand, talking to viewers, when a man approached the building. The attacker, who pretended to be a delivery man, shouted out to her-"Hey, Vale? "-to which she said, "Yes," before silencing the livestream. Within moments, she was shot in her head and chest and fell to the ground immediately as the broadcast went on until someone cut off her phone.
Local media say the attacker came on a motorbike and asked for Márquez by name before spraying bullets at her, then escaped. Authorities arrived shortly before 6:30 PM local time and verified Márquez's death at the scene. The killing is being investigated by the Jalisco state prosecutor's office as a presumed femicide-a gender-based crime that continues to be a scourge and a tragedy in Mexico, where, the United Nations reports, an average of ten women or girls are killed daily.
The procedures in femicide include analyzing whether the murder was tied to gender violence, extreme brutality, or a relationship between perpetrator and victim.
The reason for the attack is unknown, and no one has been named as a suspect. Police have confirmed that Márquez had not previously made any threats known or requested protection from the police about her safety. Forensic experts are now analyzing the scene, as the case goes on to identify whether the crime was committed due to her public persona, gender, or otherwise.
The violent murder of Márquez has triggered widespread anger and sorrow in Mexico and internationally. Social media has been filled with condolences from fans, fellow influencers, and activists, who have many of them demanded justice and enhanced protection of women in the country. The incident has also renewed controversy around the high rates of violence against women in Mexico, especially in states such as Jalisco, where strong criminal cartels dominate and femicide is common.
Zapopan Mayor Juan José Frangie called the killing "the worst thing" and stressed the need for gender violence to be immediately tackled. The case comes after a string of recent assault on women, even public figures, demonstrating the vulnerability of women in Mexico, particularly those who have an active online presence.
Valeria Márquez's killing is a grim reminder of Mexico's crisis of violence against women and the dangers associated with being a public figure. With the authorities still investigating, the tragedy has found increasing calls for systemic reform and justice for Márquez and countless other femicide victims.
