The beauty world is grieving the brazen killing of Mexican beauty influencer Valeria Márquez. The social media personality was on TikTok Live when someone entered her salon and killed her. Her death is a reminder of the epidemic of femicide in Mexico that continues to rock the country.

Mexican beauty influencer Valeria Márquez died while on TikTok Live

Valeria Márquez was on TikTok Live from her salon in Zapopan, Jalisco, México when she was shot and killed. The influencer was recording when someone entered her salon and addressed her. She muted her TikTok when the conversation started, and fans watched in silence as she was shot multiple times.

According to the local attorney general’s office, the murder is being investigated as a potential femicide. The press release confirms that authorities are using protocols available to local law enforcement. In a separate press release, it was confirmed that Márquez was dead when authorities arrived on the scene.

“The State Attorney General’s Office confirms that the investigation is being conducted under the femicide protocol and emphasizes the importance of avoiding the re-victimization of women during investigations of crimes, especially those related to gender-based violence,” reads the press release.

Mexico has been grappling for femicide for more than a decade

Each year, women in Mexico face increasing violence with gender-based crimes. According to the Vision of Humanity’s Mexico Peace Index 2025 report, violence against women has increased tenfold. The last decade has seen a steady increase in violence against women. The two crimes that are most associated with violence against women in Mexico are family violence and sexual assault.

Furthermore, according to national survey data, seven in ten women over the age of 15 faced violence. Half of women over 15 years old have experienced sexual violence in their lives. Of that, 23.3 percent said it happened in the 12 months before the survey.

In 2020, Mexicans took to the streets to protest the continued escalation of violence against women. The protests made headlines around the world. Protesters demanded better from the federal government to protect women from increasing threats of physical violence.

What is Mexico doing about gender-based violence

Mexico has put policies in place to combat gender-based violence and start properly documenting the crimes committed against women. In 2007, Mexico passed the General Law on Women’s Access to a Life Free of Violence. The legislation established a legal framework to build a society that allows women to live a life free of violence. It also opens up free access to health care and other related services.

Mexico also became the first country in the world to implement a gender-violence alert system. Mexico’s Gender Violence Alerts were created when the federal government declared the rate of femicide to be severe. The alerts are activated in municipalities and states when the rate of gender-based violence increases.

Another move the Mexican government has created in Mexico City is the Viajemos Seguras implemented in 2008. INMUJERES worked with the Department of Transportation in Mexico City to create safe places in the subway system for women o confidentially and safely report violence committed against them.

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