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On May 13, 2025, 22-year-old influencer Valeria Márquez was executed on TikTok livestream — shot point-blank by a man disguised as a delivery driver inside her own beauty salon in Zapopan, Jalisco, Mexico. Viewers watched in horror as she clutched her chest and stomach before collapsing, still holding a stuffed animal as she perished on camera.

Horrifyingly, the video footage went viral, and the calculated nature of the hit left Mexico (and the rest of the world) stunned. Investigators are continuing to explore whether the murder was cartel-related, a personal betrayal, or both. Rumors point to a possible setup by an employee or even Valeria’s best friend, who allegedly urged Valeria to stay at the salon just as the killer arrived. The most widespread theory, however, ties Valeria’s death to her ex-boyfriend, Ricardo Ruiz Velazco (aka “Doble R”), a high-ranking member of the Cartel Jalisco Nueva Generación (CJNG) cartel.

One thing is certain: her execution was not random. Valeria’s murder now stands as a devastating emblem of Mexico’s brutal crossroads - where femicide, cartel violence, and institutional failure collide with devastating consequences.

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