A Mexican TikTok influencer and her family were found dead, wrapped in plastic inside their pickup truck in Guadalajara on August 22, 2025, in what authorities describe as 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 discovered in an abandoned gray Ford Ranger in the city’s downtown area.
The family’s identities were confirmed on August 28, nearly a week after their remains were found. Garibay, known online as Esmeralda FG, had amassed more than 46,000 followers on TikTok, where she showcased luxury brands including Dior, Gucci, and Louis Vuitton, along with expensive cars and cosmetic surgery transformations.
Investigators used surveillance footage to trace the pickup truck’s route back to an auto repair shop on Ejido Avenue, where they discovered bloodstains, spent bullet casings, and other ballistic evidence. Prosecutor Alfonso Gutiérrez Santillán indicated that multiple pieces of evidence suggested the family was killed at that location before being transported elsewhere.
The prosecutor noted that forensic results were pending but stated: “ballistic and blood evidence almost certainly confirm they were murdered at that location.” The scene processing revealed the auto repair shop as the primary crime site, where the family was executed before their bodies were moved to the abandonment location.
Two men employed at the workshop were initially detained for questioning but were later released after the Public Prosecutor’s Office determined there was insufficient evidence to proceed with charges. In a subsequent development, the released suspects and two of their relatives were abducted by armed assailants while leaving the prosecutor’s office.
Prosecutor Blanca Trujillo revealed that the attackers had been monitoring the exit for more than two hours before striking, suggesting a coordinated operation. One of the four targeted individuals managed to escape, while the other three remained missing. Authorities indicated the methodical nature of the ambush pointed to careful planning by the perpetrators.
The family had recently relocated to Guadalajara from Michoacán state for work opportunities. Licea was involved in vehicle trading and tomato farming in Michoacán, which investigators believe made him the primary target rather than his wife’s social media activity. The region is considered one of Mexico’s most dangerous areas according to the U.S. State Department.
Garibay’s social media presence included controversial content featuring narco-corridos, Mexican ballads that glorify drug trafficking culture. Her videos often displayed luxury lifestyle elements and included lip-syncing performances to these ballads. One viral video contained the phrase “Advantages of having a narco boyfriend” and received nearly 140,000 views.
Her final TikTok post, uploaded on August 7, showed her driving on a ranch with a message about her “dirt road neighborhood” and inclement weather. The video garnered over three million views by the time of the family’s discovery. Despite the suggestive nature of some content, investigators found no evidence linking either Garibay or her husband to actual cartel membership.
The investigation involved multiple agencies, including the Specialized Investigation Unit for Intentional Homicides, the Jalisco Attorney General’s Office, the Security Secretary, the National Guard, and federal agencies. Experts from the Jalisco Institute of Forensic Sciences collected evidence from the crime scene for ongoing analysis.
The murders bear the hallmarks of organized crime violence, with the plastic-wrapped bodies and execution-style killing characteristic of cartel operations. Authorities suspect Licea’s legitimate business dealings in vehicle sales and agriculture may have attracted unwanted attention from criminal organizations operating in the region.
The case highlights the ongoing challenges faced by Mexican authorities in combating cartel violence and protecting citizens, even those who relocate seeking better opportunities. The coordinated nature of the subsequent attack on the released suspects demonstrates the reach and organization of criminal groups willing to interfere with official investigations.
As the investigation continues, the three missing individuals taken during the ambush remain unaccounted for, while authorities seek to interview the survivor who escaped. The case remains active with multiple agencies working to identify and apprehend those responsible for the quadruple homicide.