A Mexican TikTok influencer and her family were discovered dead inside an abandoned pickup truck in Guadalajara on August 22, 2025, with their bodies wrapped in plastic in what authorities suspect was a cartel-style execution.
Esmeralda Ferrer Garibay, 32, her husband Roberto Carlos Gil Licea, 36, and their two children, 13-year-old Gael Santiago and seven-year-old Regina, were found in a gray Ford Ranger in the San Andrés neighborhood. The family’s identities were officially confirmed on August 28, nearly a week after the discovery.
Garibay, known online as Esmeralda FG, had amassed more than 46,000 followers on TikTok where she showcased a luxurious lifestyle featuring designer brands like Dior, Gucci, and Louis Vuitton, along with luxury vehicles and cosmetic procedures. Her content also included lip-syncing videos to narco-corridos, Mexican ballads that glorify drug trafficking culture.
Investigators used surveillance footage to trace the vehicle’s movements back to an auto repair shop on Ejido Avenue. At the location, authorities discovered bloodstains, spent bullet casings, and other ballistic evidence indicating the family was murdered at the site before being transported elsewhere.
Prosecutor Alfonso Gutiérrez Santillán stated that “while the forensic results are not yet in, ballistic and blood evidence almost certainly confirm they were murdered at that location.” He indicated that the scene was processed and multiple pieces of evidence suggested the family was killed there.
Two men employed at the auto repair shop were initially detained but later released due to insufficient evidence. In an unexpected development, both men and two of their relatives were abducted by armed assailants while leaving the prosecutor’s office. Prosecutor Blanca Trujillo reported that the attackers had been monitoring the exit for more than two hours before carrying out what appeared to be a carefully orchestrated operation.
One of the four individuals managed to escape during the abduction, while the other three remained missing. Authorities indicated this secondary incident may have been designed as retaliation or an attempt to obstruct the ongoing investigation.
Investigators do not believe Garibay’s social media activity was the primary motive for the killings. Instead, authorities suspect her husband was the intended target. Licea was involved in vehicle sales and tomato farming in Michoacán state, a region known for high levels of cartel violence.
The family had recently relocated from Michoacán to Guadalajara seeking better employment opportunities. Michoacán is listed by the U.S. State Department as one of Mexico’s most dangerous states due to organized crime activity.
Garibay’s final TikTok post on August 7 showed her driving on a ranch with a message about her “dirt road neighborhood” and inclement weather. The video received approximately 3.3 million views and featured content typical of her lifestyle-focused social media presence.
One of Garibay’s viral videos contained the phrase “Advantages of having a narco boyfriend,” which garnered nearly 140,000 views. However, investigators have found no concrete evidence linking either Garibay or her husband to actual cartel membership or criminal organizations.
The investigation involves multiple agencies, including the Specialized Investigation Unit for Intentional Homicides of the Jalisco Attorney General’s Office, working alongside the Jalisco Security Secretary, National Guard, and other federal agencies. Forensic experts from the Jalisco Institute of Forensic Sciences continue gathering evidence from the crime scene.
The murders highlight the ongoing challenges law enforcement faces in regions where cartel violence intersects with civilian life. The methodical nature of both the initial killings and the subsequent abduction of witnesses demonstrates the sophisticated operations of organized crime groups in the area.
Authorities continue investigating potential connections between the family’s deaths and organized crime activities, while the search for the missing individuals taken during the secondary abduction remains active. The case underscores the risks faced by residents in areas affected by cartel violence, regardless of their direct involvement in criminal activities.
