The Murder of Mexican TikTok Influencer Valeria Márquez Sparks Inquiry

When a 23-year-old Mexican influencer was fatally shot while live streaming on TikTok, speculation arose. Was it a cartel hit? Or was it another instance of violence against women?

On Tuesday, Valeria Marquez died at Blossom The Beauty Lounge, a salon she owned in Zapopan, a city in the state of Jalisco.

The local prosecutor’s office is treating the incident as a femicide, believing the murder was gender-motivated.

Mexican President Claudia Sheinbaum stated that an investigation is underway to find those responsible and the reasons behind the event.

Rumors of cartel involvement circulated due to Jalisco being the origin of the Cartel Jalisco Nueva Generación (CJNG).

Ms. Marquez, a model who gained fame after winning the Miss Rostro beauty pageant in 2021, began creating social media content, sharing makeup tips, fashion, and travel experiences.

Her social media following was substantial, with over 223,000 Instagram followers and 100,000 on TikTok.

Before her death during a live stream, she expressed concern about her safety, suspecting a courier was there to pick her up rather than deliver a gift.

She collapsed after grabbing her chest and belly, and another woman ended the livestream. Police confirmed her death at 18:30 local time.

Reports indicate that at least two men arrived on motorcycles, identifying themselves and shooting her before fleeing.

Investigators are reviewing CCTV footage and social media for clues about the identity of the attackers.

The salon’s location in the wealthy Zapopan district of Guadalajara questions the motive behind the crime, despite the area’s appearance of safety, which is actually a violent region with frequent gunfire.

More than half of commercial development in the area is linked to drug trafficking money laundering, according to the US Department of Justice.

Jalisco ranks sixth in Mexico for homicides, with a significant presence of cartel activity, including a training center found nearby.

On the same day as Marquez’s death, a former congressman was killed just two kilometers away.

Investigations suggest that the crime remains unsolved and underreported, with accusations of cartel ties in the prosecutor’s office, which denies any connection.

There is no suspicion of organized criminal groups’ involvement in Marquez’s murder, according to the prosecutor’s office, pointing instead to a gender-based motive.

Previous media reports blamed Marquez’s ex-partner for potential threats against her, with Zapopan’s Mayor Juan Frangie expressing concern about femicide.

The Jalisco prosecutor’s office is conducting the investigation with a focus on gender perspective and respect for human rights.

Gender-based violence is highly prevalent in Mexico, placing it fourth in Latin America for femicide rates.

A mayoral candidate in Texistepec, Veracruz, was also killed during a live-streamed event, drawing parallels to Marquez’s case.