Mexican Influencer Valeria Márquez Fatally Shot During TikTok Livestream, Igniting Cartel Rumors and Public Outcry

ZAPOPAN, Mexico – Valeria Márquez, a 23-year-old Mexican beauty influencer with a significant social media following, was brutally shot dead on May 13, 2025, while livestreaming on TikTok from her beauty salon in Zapopan, Jalisco. The shocking murder, captured live and witnessed by thousands of her followers, has sparked widespread speculation about cartel involvement, alleged romantic ties to organized crime figures, and intense public pressure on authorities to deliver justice. The case, classified as a femicide, underscores Mexico’s ongoing crisis of gender-based violence and the dangers faced by public figures in regions plagued by cartel activity.

The Incident

According to the Jalisco State Prosecutor’s Office, Márquez was inside Blossom The Beauty Lounge, her salon in Zapopan, when a man entered and shot her twice—once in the chest and once in the head—killing her instantly. Moments before the attack, Márquez was seen on her livestream holding a stuffed pig toy, a gift she had received earlier that day, and expressing unease, saying, “They’re coming” and “Maybe they were going to kill me.” A voice off-camera asked, “Hey, Vale?” to which she replied, “Yes,” before muting the stream. Seconds later, she was fatally shot, and the footage ended when someone picked up her phone.

The assailant, described as a possible hitman, fled the scene on a motorcycle, a method commonly associated with cartel-related killings in the region. Denis Rodríguez, a spokesperson for the Jalisco Prosecutor’s Office, noted that earlier that day, a masked man posing as a delivery driver had visited the salon, accompanied by another man on a motorcycle, claiming to have an “expensive gift” for Márquez. This interaction heightened her concerns, as she voiced fears of kidnapping or worse during the livestream.

Cartel Rumors and Alleged Romantic Links

Jalisco, home to the powerful Jalisco New Generation Cartel (CJNG), is one of Mexico’s most violent states, with 906 homicides recorded since October 2024, according to TResearch. The region’s criminal landscape has fueled speculation about cartel involvement in Márquez’s murder. Social media posts and some media outlets have linked her to Ricardo Ruiz Velasco, alias “El Doble R” or “El Tripa,” a reputed CJNG operative. Sources cited by Mexican outlet Milenio claim Ruiz Velasco and Márquez were romantically involved for several months, and he allegedly grew jealous over gifts she received from followers.

However, the Jalisco State Attorney General’s Office has denied any formal connection to Ruiz Velasco, stating that his name does not appear in the case file and has not been mentioned in testimonies. State security coordinator Roberto Alarcon also told reporters that no evidence currently ties the murder to organized crime. Despite these official statements, public skepticism persists, with social media users on platforms like X demanding a thorough investigation into possible CJNG links, citing the cartel’s dominance in Zapopan and its history of targeting individuals with perceived connections.

Adding to the speculation, some reports point to Vivián de la Torre, a friend of Márquez, as a potential suspect. Followers allege De la Torre encouraged Márquez to stay at the salon to receive the “expensive gift,” which included the stuffed animal and a Starbucks coffee, possibly luring her to the scene. These claims remain unverified, and authorities have not named De la Torre as a suspect.

Public Pressure and Femicide Context

Márquez’s murder, classified as the eighth femicide in Jalisco in 2025, has amplified public outrage over Mexico’s epidemic of gender-based violence. The United Nations reports that approximately 10 women or girls are murdered daily in Mexico, with femicide rates among the highest in Latin America at 1.3 deaths per 100,000 women in 2023. The livestreamed nature of the killing, combined with its brutality, has drawn comparisons to other high-profile cases, including the murder of a Veracruz mayoral candidate days earlier during a Facebook livestream.

On X, users have expressed grief and frustration, with posts calling for justice and criticizing the government’s handling of femicides. One user wrote, “Valeria Márquez is now just another statistic in a country where women’s lives are worth very little,” while others questioned the impunity surrounding such crimes, noting that 90% of crimes in Jalisco go unreported or uninvestigated. Mexican President Claudia Sheinbaum addressed the case, stating, “An investigation is underway to first find those responsible and the motive behind this situation,” and extended condolences to Márquez’s family.

Investigation and Challenges

The Jalisco Prosecutor’s Office is reviewing surveillance footage, witness statements, and Márquez’s social media content for clues. The investigation is following femicide protocols, which apply to killings motivated by gender, often involving degrading violence, sexual abuse, or a relationship with the perpetrator. Zapopan Mayor Juan José Frangie confirmed that Márquez had not reported any prior threats, complicating efforts to identify a motive.

Security expert David Saucedo highlighted the broader risks faced by influencers in Mexico, noting that some become entangled with cartels as informants, money launderers, or romantic partners. “Influencers have become another cog in the machine of organized crime,” he said, citing cases like the 2017 murder of Juan Luis Lagunas, allegedly ordered by CJNG leader “El Mencho.” Saucedo expressed skepticism about the case’s resolution, given Mexico’s high impunity rates and allegations of corruption within Jalisco’s state attorney’s office.

A Rising Star Cut Short

Márquez, who had over 113,000 TikTok followers and 84,000 on Instagram, rose to fame through her beauty, lifestyle, and entrepreneurship content. She opened her salon in 2024 and was crowned Miss Rostro in a local beauty contest in 2021, cementing her status as a local celebrity. Her death has left fans mourning, with tributes like one from Mexican Blogger Mundo De Misses calling her a “brave entrepreneur” who sought success in a challenging environment.

As the investigation continues, Márquez’s murder serves as a grim reminder of the intersecting dangers of gender-based violence and cartel influence in Mexico. Public pressure mounts for answers, but in a region where justice is elusive, many fear her case may join the countless others left unsolved.

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