Mexican influencer Valeria Márquez shot dead while livestreaming: How a gift led to her murder
A Mexican beauty influencer was shot dead while livestreaming from her salon, with authorities now investigating her close friend and romantic partner as key suspects in the killing.
Valeria Márquez
, 23, was broadcasting to her followers on TikTok from her salon, Blossom the Beauty Lounge, in Zapopan, Jalisco, when a man entered the premises on Tuesday evening and shot her twice once in the chest and once in the head. She died instantly, slumped over in her chair while the stream continued to roll.
According to local reports, Márquez had been holding a stuffed pig part of a series of gifts allegedly sent by her friend Vivian De la Torre when she was gunned down.
Moments earlier, she had been speaking excitedly about an 'expensive' gift she was expecting. De la Torre, a fellow influencer from Jalisco, had reportedly told her to stay at the salon and wait for the delivery.
In the footage, which has since circulated widely online, Márquez is seen chatting with followers and clutching the soft toy when she suddenly reacts to being struck, reaching for her ribcage before collapsing.
The livestream only ended when someone picked up her phone, briefly revealing their face to viewers.
Jalisco state prosecutors confirmed Márquez's identity and said the attack is being investigated as a potential femicide. Authorities are also looking into possible links to organised crime. One suspect is her partner Ricardo Ruíz Velasco, known as "RR" or "El Tripa", a figure linked to the
Jalisco New Generation Cartel
(CJNG). Local media reports that the two had been romantically involved for several months.
Despite speculation, state security officials said there is no direct evidence yet connecting Márquez's murder to cartel violence. However, the killing occurred in a region where the CJNG maintains a strong presence, and where violent disputes between rival groups are common.
The mayor of Zapopan, Juan José Frangie, said his office had received no prior complaints from Márquez regarding threats or harassment.
'It's unbelievable one moment she's making a video, and the next she's murdered,' he said. 'Femicide is the worst thing.'
De la Torre, who has thousands of followers across Instagram and TikTok, had previously posted videos dancing alongside Márquez. Her proximity to the victim on the day of the murder has drawn public suspicion, though she has not yet been formally charged.
The murder has shocked Márquez's fans, many of whom have flooded her final posts with messages of grief and disbelief. Her death comes amid rising concerns about gender-based violence in Mexico, where, according to the UN, around 10 women are murdered each day.
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