On May 13, 2025, 23-year-old Mexican influencer and beauty salon owner Valeria Marquez was murdered while doing a live video on TikTok at her salon, Blossom the Beauty Lounge, in Zapopan, Jalisco. The horrific incident, seen by thousands of her fans, has left people saddened and angry. It shows how dangerous life can be for women in Mexico. Valeria had more than 100,000 followers on TikTok and more than 73,000 followers on Instagram, where she shared funny videos about beauty, jokes, and her daily life. She was also proud of running her own salon.
The shooting happened at her salon in the Santa Maria shopping plaza at around 6:30 p.m. Based on reports, a man came on a motorcycle, acting like a delivery worker. In the livestream, Valeria was smiling and talking to her viewers. She looked towards the door and said in Spanish, “He’s coming”. The man asked, “Are you Valeria?”
After she confirmed her identity, he fired three shots—one to her chest and two to her head. Valeria collapsed, and a worker stopped the livestream. Medics arrived but couldn’t save her. The gunman escaped, and as of May 14, 2025, police have not apprehended him.
Police in Jalisco are looking at this as a possible femicide, meaning a woman was killed because of her gender. The United Nations says Mexico has the highest rate of female homicides in Latin America, and the majority of women over the age of 15 have experienced some form of violence. Police are gathering clues and talking to people to figure out who did it and why. Valeria’s body was sent for an autopsy, and her family will confirm it is her.
Valeria’s death has upset many people, especially her fans. She was a former beauty pageant winner and loved for her bright personality and hard work. People online, such as a Mexican blogger, called her a brave businesswoman trying to succeed in a difficult situation. But some scary details emerged. Some say Valeria recently posted a threatening message on TikTok, saying she would make someone “disappear” if she had the money. Others on TikTok mentioned that she had talked to her ex-boyfriend about the threats, but police have not confirmed these claims.
Her death spread quickly online, making the story even bigger. Some people created fake accounts using Valeria’s name to gain followers, so her real TikTok account (@v___marquez) was shut down. Mexico’s president, Claudia Sheinbaum, addressed the incident, vowing to seek justice and end violence against women. This has led to widespread calls for improved safety measures for women.
Valeria’s death shows how risky it can be to be a public figure online and how big a problem violence against women is in Mexico. Her final moments, which were seen by many, are a sad reminder that things need to change. Police say they are working hard to find the killer, but for now, Valeria’s family and fans are mourning the death of a young woman whose life ended too early in a horrific act of violence.