Local sources from Mexico: BBC, EL PAÍS.
UK coverage: BBC.
In a chilling incident that has captured international attention, Valeria Márquez, a 23-year-old Mexican influencer and beauty queen, was brutally murdered during a live broadcast on TikTok in her beauty salon, Blossom The Beauty Lounge, located in the seemingly safe municipality of Zapopan, Jalisco. The horrific event unfolded on May 15, 2025, marking a grim addition to Mexico’s ongoing battle with femicide and raising significant questions about the safety and treatment of women in a country plagued by gender-based violence. Zapopan, despite its facade of tranquility, sits within a region that has gained notoriety for cartel activity and high rates of unreported crimes, casting a shadow over the circumstances leading to Márquez’s targeted killing. The young influencer, who had previously won the Miss Rostro beauty contest in 2021 and had amassed a large following on social media, was awaiting a courier to deliver a gift when two men on a motorcycle confirmed her identity and shot her multiple times. The live stream captured the harrowing moments before her death, leaving her over 223,000 Instagram and 100,000 TikTok followers in shock. Authorities, treating Márquez’s murder as femicide, are investigating gender-based violence as a potential motive, especially given her history of expressing concerns about her safety and mentioning threats from an ex-partner. The Jalisco State Prosecutor’s Office has explicitly denied any cartel involvement in her murder, despite the region’s notorious reputation for narcotrafficking operations. This stance has been met with skepticism, considering the accusations facing the prosecutor’s office regarding its links to cartels. The case of Valeria Márquez not only sheds light on the personal dangers faced by public figures in Mexico but also underscores the broader issue of femicide in the country, which ranks alarmingly high for gender-based killings in Latin America and the Caribbean. As the investigation continues, led by Mexican President Claudia Sheinbaum, questions remain about the measures in place to protect women and the systemic challenges that persist in addressing and preventing such tragic losses. Meanwhile, the community and Márquez’s followers mourn the loss of a vibrant life cut short, her dreams and potential forever silenced by an act of unfathomable violence.
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