For Valeria Atziri Márquez López, 23, what started as another ordinary TikTok livestream turned into one of the most horrifying and public tragedies the platform has ever witnessed. The young Mexican beauty influencer and salon owner from Zapopan, Jalisco, was gunned down while streaming to thousands of followers, her final moments captured in real time—unfiltered, uncut, and utterly devastating.

The video begins innocently enough: Valeria sits confidently, chatting with her audience, promoting her salon’s services, and answering casual questions. But just minutes into the stream, something changes. Her expression shifts slightly. She seems distracted. She glances off-camera and then—most hauntingly—says four chilling words: “Ya vienen por mí.” (“They’re coming for me.”)

Then, chaos.

Gunshots erupt. The stream stutters. Viewers scream in the comment section. The screen fades. What they had just witnessed was not a prank, not a glitch, but the live execution of a young woman whose online life was full of beauty, but whose offline reality may have been far more complicated.

Authorities arrived at the scene within minutes. Valeria was declared dead on-site.

In the hours that followed, the livestream was circulated on social media platforms worldwide. Shock turned into outrage. Mourning turned into questioning. Who would want to kill Valeria Márquez? Why? And how could such an act be carried out so openly—so deliberately—on a livestream?

Local prosecutors immediately launched an investigation. Their first discovery: the murder was no random act. It was an assassination. Surveillance footage revealed that two men arrived at her salon on a motorcycle. One entered. The other waited outside. The timing was calculated. The exit was fast. And the weapon was professional.

But it was what came next that shocked many even more.

As journalists began digging deeper into Valeria’s past, connections emerged that painted a far darker picture than her bubbly online persona suggested. Her name appeared in whispers tied to Ricardo Ruiz Velazco, known as “RR”, a high-ranking commander of the Jalisco New Generation Cartel (CJNG). He was also recently named in U.S. Treasury sanctions.

Sources close to the investigation suggested that Valeria may have had a romantic relationship with Ruiz Velazco—a connection that, if confirmed, could explain why she became a target. Others speculated she may have known too much or been seen as a liability.

Authorities are investigating the case as a femicide, a legal classification in Mexico that recognizes violence against women based on gender. But legal definitions can’t capture the raw emotion this case has provoked.

The femicide crisis in Mexico is staggering. An average of 10 women are murdered every day. Social media influencers—especially those who gain quick fame—have increasingly found themselves vulnerable to threats, extortion, and violence, particularly if they’re linked to powerful criminal figures. Zapopan, where Valeria lived and worked, is considered one of the most dangerous municipalities in Jalisco, a state deeply impacted by cartel violence.

Valeria’s friends described her as kind, ambitious, and deeply dedicated to her beauty salon. “She was always smiling,” said one colleague. “But sometimes I wondered if she was hiding something.” Another friend shared that Valeria had recently become more private, stopped sharing details about her location, and even began locking the salon doors during livestreams—something she’d never done before.

In the wake of her murder, activists have renewed calls for stronger protection of women, especially those in high-profile or high-risk professions. “This isn’t just about Valeria,” said one human rights lawyer in Mexico City. “This is about the intersection of gender, power, and impunity in our country.”

Meanwhile, TikTok has faced criticism for not acting faster to remove the video of Valeria’s death. Clips of the livestream remained online for hours before being taken down. Some were reshared with clickbait headlines, while others were edited and sensationalized—further traumatizing her family and fans.

The video’s virality raised uncomfortable questions: Are we desensitized to violence? Have we turned tragedy into entertainment? And what responsibility do platforms have when real life horror plays out in real time?

As of now, no suspects have been arrested, though authorities say they are pursuing “strong leads.” For Valeria’s family, justice feels distant. Her mother has not spoken publicly, but a cousin shared on Instagram, “She was more than what people saw online. She was our light.”

Outside Valeria’s salon, fans have gathered. Flowers, candles, and handwritten notes line the sidewalk. “You didn’t deserve this,” one message reads. “We will never forget you.”

But as the flowers wilt and the media spotlight fades, the deeper story remains unresolved.

Because this isn’t just a case of an influencer caught in the wrong place at the wrong time.

It’s a reflection of something darker—something systemic.

A young woman tried to build a brand. But behind the brand was a life full of shadows, secrets, and, perhaps, danger.

And in the end, the world didn’t just lose a beauty influencer.

It lost a daughter, a dreamer, and a voice that, for one final moment, tried to warn us all.