Social media can be a place of joy, creativity, and connection — but sometimes, it reveals heartbreaking moments in real time.
That was the case when Valeria Marquez, a 23-year-old beauty influencer from Jalisco, Mexico, was fatally shot during a TikTok livestream at her own salon.
Fear and Foreboding Moments Before the Attack
Just minutes before the tragic shooting, Valeria openly expressed fear to her followers.
“I’m worried,” she confessed, sensing something was wrong.
Earlier that day, a masked man pretending to be a delivery driver had arrived at the salon, accompanied by another individual, and asked to see her under the pretense of giving an “expensive gift.”
Valeria’s instincts told her something wasn’t right.
The Deadly Encounter Caught on Camera
When the two men returned, Valeria was visibly anxious but still greeted them.
They handed her a stuffed animal and a Starbucks coffee.
Then, suddenly, the masked man opened fire — shooting her in the head and chest.
The livestream continued as Valeria collapsed, leaving viewers and loved ones in shock.
Authorities believe these men were hired assassins, targeting her deliberately.
A Troubled Past and a Changing Life
In another video, Valeria revealed parts of her past, mentioning she had previously dated “thugs” but was trying to turn her life around.
“I’ve changed.
I don’t go out anymore, I don’t drink anymore, I’ve stopped being around thugs, I’m a good girl,” she told her followers.
Despite her efforts, she fell victim to the violence surrounding her.
Links to Cartel Violence and a Growing Femicide Crisis
Mexican authorities are investigating possible cartel involvement in the killing.
Reports suggest a notorious cartel leader known as Doble R — tied to the powerful Jalisco Nueva Generacion cartel — may be connected to the case.
This cartel is linked to brutal violence and has reportedly targeted other public figures and influencers in the past.
Valeria’s death highlights a larger issue in Mexico and Latin America: the alarming rise in femicide, where women, especially those in the public eye or politics, are disproportionately targeted.
Just days earlier, a Mexican mayoral candidate was also gunned down in a similar attack, underscoring the pervasive threat.
Community Response and Calls for Justice
The news of Valeria’s murder has stunned her 110,000-plus social media followers and sparked an outpouring of grief worldwide.
Mexican President Claudia Sheinbaum expressed condolences and promised authorities would work tirelessly to find those responsible.
The tragic event serves as a sobering reminder of the dangers women face in regions plagued by organized crime and systemic violence.
What Happens Next?
As investigators continue their search for the suspects, Valeria’s story shines a light on the urgent need to address violence against women in Mexico and beyond.
Her life, her courage, and her final moments captured on social media have sparked renewed conversations about safety, justice, and the protection of women in vulnerable communities.