In a shocking incident that has captured the attention of social media users worldwide, Valeria Marquez, a 23-year-old Mexican influencer, was tragically shot dead during a live stream on TikTok. The incident occurred on Tuesday at her beauty salon, Blossom The Beauty Lounge, located in Zapopan, a town in the central-eastern state of Jalisco. Speculations regarding the motive behind this heinous act have sparked discussions about whether it was a targeted hit by a cartel or another tragic case of violence against women.
The state prosecutor's office in Jalisco has classified Marquez's murder as a femicide, indicating that the crime was motivated by her gender. In a statement, Mexico's president, Claudia Sheinbaum, affirmed that officials are diligently working to apprehend those responsible and uncover the reasons behind this tragedy. However, the involvement of the notorious Cartel Jalisco Nueva Generación (CJNG) in this crime has been a topic of intense speculation due to the crime's location.
Valeria Marquez was not just a beauty influencer; she was a rising star in the Mexican modeling scene. She gained significant recognition in 2021 after winning the Miss Rostro (Miss Face) beauty pageant. Following her victory, she began to build a robust online presence, sharing makeup tutorials, fashion advice, and glimpses of her luxurious lifestyle with her audience. At the time of her death, her Instagram account boasted over 223,000 followers, while her TikTok account had around 100,000 followers.
During her final livestream, Marquez expressed concerns about a courier who was supposed to deliver a gift. She voiced her unease when she mentioned that her friend could not see the courier's face upon arrival. “Why didn't he just drop it off? Were they going to pick me up or what?” she pondered aloud, holding a pink stuffed animal. Tragically, moments later, she was shot twice, collapsing in her chair. Another woman present quickly ended the livestream.
Authorities reported that two men on motorcycles approached the salon, with one confirming Marquez's identity before opening fire. Investigators are currently reviewing CCTV footage and analyzing her social media accounts for any potential leads regarding her attackers.
Zapopan, often perceived as a wealthy and secure area, is, in reality, one of the most violent municipalities in Jalisco. Despite its upscale surroundings and private security presence, shootings frequently occur in the vicinity, including luxurious shopping centers. The US Department of Justice has linked over half of the area's real estate and commercial development to money laundering associated with drug trafficking.
Jalisco ranks sixth among Mexico's 32 states in terms of homicides, with a staggering 906 murders reported since the initiation of President Sheinbaum's term in October 2024. The area is deeply impacted by organized crime, with a history of cartel-related violence. Disturbingly, about 90% of crimes within the state go unreported or uninvestigated, raising concerns about the effectiveness of law enforcement.
The murder of Valeria Marquez highlights the ongoing issue of gender-based violence in Mexico, where the country ranks fourth in Latin America and the Caribbean for femicide rates. According to the latest data from the United Nations Economic Commission for Latin America and the Caribbean (ECLAC), there were 1.3 femicide deaths per every 100,000 women in Mexico in 2023. Less than 48 hours prior to Marquez's tragic demise, another political figure, Yesenia Lara Gutiérrez, was also murdered during a live-streamed event, further illustrating the alarming trend of violence against women in the country.
This tragic event serves as a stark reminder of the urgent need to address the issue of violence against women and the pervasive influence of organized crime in Mexico.
