The tragic murder of 23-year-old beauty influencer and salon owner Valeria Márquez during a TikTok livestream has shocked Mexico and drawn international attention. The incident, which occurred on May 13, 2025, at her salon, Blossom The Beauty Lounge, in Zapopan, Jalisco, is being investigated as a femicide—a gender-based killing that continues to plague parts of Mexico.

A Calculated Setup

Emerging details suggest that Márquez was deliberately lured to her death by individuals she knew and trusted. Investigators have identified two women, Erika and Viviana, as persons of interest. Erika, a coworker present during the livestream, and Viviana, a friend who had reportedly sent Márquez coffee and a stuffed animal earlier that day, are at the center of the investigation. Leaked private messages between the two, now circulating on social media and reportedly in the hands of law enforcement, indicate that Márquez had been convinced to remain at the salon late into the afternoon under the promise of receiving an “expensive gift.” This supposed surprise turned out to be part of a sinister plot.   

The Attack

During the livestream, Márquez appeared anxious, referencing a person who had earlier visited the salon bearing an expensive gift. Moments later, a man entered the salon and fatally shot her in the chest and head, with her final words on the stream being, “They are coming.” The gunman allegedly arrived on a motorcycle, entered the salon, and shot her before fleeing. Authorities believe the men were professional assassins, as they did not appear to know Márquez personally.    

Broader Context

Márquez’s murder underscores the ongoing crisis of gender-based violence in Mexico. Jalisco, the state where she was killed, ranks sixth in the nation for homicides, and Mexico continues to face one of the highest femicide rates in Latin America. The incident has intensified public concern over violence against women in the country.   

Government Response

Mexican President Claudia Sheinbaum announced that the country’s top security cabinet is leading an investigation into Márquez’s murder. Authorities are treating the case as a possible femicide, reflecting the ongoing crisis of gender-based violence in Mexico. President Sheinbaum expressed condolences to the victim’s family and emphasized that federal prosecutors and senior security officials are prioritizing efforts to determine the perpetrator and motive.

Community Outrage

The murder has triggered widespread outrage, both online and in Márquez’s local community. Fellow influencers, followers, and women’s rights advocates have taken to social media to demand justice using hashtags like #JusticiaParaValeria and #NiUnaMás (Not One More). Candlelight vigils have been held outside Blossom the Beauty Lounge, now marked with flowers, photos, and handwritten notes mourning a young woman whose life was senselessly taken.   

Ongoing Investigation

At this time, no arrests have been officially confirmed, but law enforcement has reportedly named Erika and Viviana as persons of interest and is working to determine their exact roles in the crime. Surveillance footage, digital communications, and forensic evidence are all being analyzed as part of the ongoing investigation. Authorities are also exploring a possible link to the murder of a former congressman earlier that day in the same region.

Márquez was known for her vibrant personality, skilled beauty tutorials, and inspirational posts encouraging young women to pursue entrepreneurship and self-love. With thousands of followers across multiple platforms, she had become a rising star in Mexico’s digital beauty scene. Her death has not only highlighted the dangers faced by women in Mexico but also the urgent need for systemic action against femicide in the country.