The tragic death of 23-year-old Valeria Márquez, a rising Mexican model, businesswoman, and digital content creator, has sent shockwaves through the Mexican social media community and beyond. Valeria, known for her beauty, entrepreneurial spirit, and lifestyle-oriented posts, was shot and killed while live streaming from her beauty salon in Zapopan, Jalisco, on May 13, 2025. Her untimely death has raised questions about safety, the dangers faced by women, and the ongoing issue of femicide in Mexico.
Valeria Márquez was born on February 14, 2002, and from a young age, she demonstrated a passion for beauty and fashion. She entered the modeling world at the age of 16 in 2018, after being selected as a model for the popular Mexican clothing brand Vicio Vanidad. Her fresh face, confidence, and striking looks quickly made her a favorite in the fashion industry. In 2021, she was crowned “Miss Rostro,” a title that further solidified her presence as a rising star in the Mexican modeling world.
Márquez’s modeling career took off as she participated in advertising campaigns for well-known brands such as the jewelry company Golden Deluxe and the shapewear company Beauty Body Level, both based in Guadalajara. Her visual style, which beautifully blended modern aesthetics with traditional Mexican design elements, attracted the attention of numerous brands and made her a beloved influencer, particularly among the youth audience in western Mexico.
Throughout her career, Valeria had a unique ability to connect with her followers on social media. She shared her lifestyle, fashion choices, and beauty tips, which garnered her a significant following on platforms like TikTok and Instagram. Her posts were a mix of personal moments, professional milestones, and insight into her entrepreneurial ventures, all of which added to her growing influence. As a businesswoman, Valeria expanded her entrepreneurial reach by opening a beauty salon in Zapopan, Jalisco, in 2024. This move was seen as the beginning of an exciting new chapter in her career, where she blended her love for cosmetology with her business acumen. The salon quickly became a popular destination for local clients, where she offered a variety of beauty treatments and services.
On May 13, 2025, Valeria was live streaming on TikTok, showcasing her salon and interacting with her followers, when the unthinkable happened. During the livestream, she expressed concerns about her safety, sensing something was wrong. In the video, she was seen speaking with a man, later identified as an alleged delivery man, who had entered her salon while wearing a mask to conceal his face. Seconds later, the man drew a firearm and shot Valeria in the chest and head, ending her life in a moment of terrifying violence.
The livestream continued briefly after the gunshots, capturing the horrifying aftermath before the camera was taken by the suspect, and the broadcast was abruptly cut off. According to the Jalisco Prosecutor’s Office, two men were seen outside the beauty salon at the time of the crime, and they fled the scene shortly after the shooting. The authorities immediately launched an investigation, and soon after, Mexican President Claudia Sheinbaum sent her condolences to Valeria’s family and expressed her outrage over the tragic event. The authorities classified the incident as a potential femicide, which has become an all-too-common occurrence in Mexico, where violence against women continues to be a significant problem.
An autopsy later confirmed that Valeria died from the gunshot wounds, and the investigation into her death was immediately opened by the Jalisco Prosecutor’s Office. The police were also examining multiple suspects and had begun questioning family members, friends, and witnesses in connection with the crime. Valeria’s beauty salon, once a thriving business and a source of pride for her, became a place of mourning after her death, as flowers and tributes were placed outside in her memory. Sadly, shortly after her burial, Valeria’s tomb was vandalized, adding to the heartbreak and grief her family was already enduring.
Valeria’s TikTok account, which had over thousands of followers, was quickly closed after her death. Her posts, which had once been a source of inspiration and positivity, were now silenced, leaving behind only the memories of a life cut tragically short. In the days following her death, her family and friends expressed their devastation, remembering Valeria as a vibrant, kind-hearted woman who had so much more to offer the world. She was more than just a model or an influencer—she was a daughter, a sister, and a beloved friend whose life was taken too soon.
The tragic killing of Valeria Márquez is not just the loss of a promising young woman, but also a reminder of the pressing issues surrounding violence against women in Mexico. Femicide, which refers to the killing of a woman because of her gender, has become an alarming epidemic in the country, with women being murdered at a disturbing rate. Valeria’s death is one of the many cases that have brought attention to the need for stronger protections for women and more robust efforts to combat gender-based violence.
Valeria’s family, who are still reeling from the shock of her loss, have continued to demand justice and answers. They are calling for the authorities to bring those responsible for her death to justice and to ensure that no other woman has to endure the same fate. In the aftermath of her death, her friends and supporters have vowed to honor her memory by continuing to fight for women’s safety and equality, hoping that Valeria’s story will be a catalyst for change.
Though her life was tragically cut short, Valeria Márquez leaves behind a legacy that continues to inspire. She will be remembered as a trailblazer in the Mexican fashion and beauty industry, a passionate businesswoman, and a beloved influencer who touched the lives of many. Her social media presence, which once radiated positivity and empowerment, will now serve as a reminder of the violence that far too many women face—and the fight that continues for their protection and rights.
As of now, authorities are still investigating Valeria’s death, and the search for the individuals responsible continues. Anyone with information regarding the case is urged to come forward, as every piece of information could be crucial in bringing justice to Valeria and her grieving family. The loss of Valeria is not just a personal tragedy for her loved ones, but also a call to action for society to address the systemic issues that allow gender-based violence to thrive.
Valeria Márquez will be deeply missed, but her story, and the fight for justice, will continue to resonate in the hearts of those who knew her. Her life, though short, was filled with purpose, passion, and determination, and it is that spirit that will continue to live on in the memories of her family, friends, and the many people she inspired through her work and presence. Rest in peace, Valeria—your light will not be forgotten. ️
