Valeria Marquez, a 23-year-old Mexican influencer, was fatally shot while live streaming on TikTok from her beauty salon in Guadalajara, according to authorities.
The Jalisco state prosecutor’s office said the incident occurred in the Zapopan area, where a man entered the salon and opened fire during her livestream.
In the video, Marquez is seen sitting with a stuffed animal just moments before the attack. The stream ends abruptly when someone else picks up her phone and stops the recording.
Officials are investigating the incident as a femicide — a gender-based homicide — though the motive remains unclear. No suspects have been identified yet, and forensic investigations are ongoing.
Gender-based violence continues to plague Mexico, with the United Nations reporting that an average of 10 women or girls are killed daily by partners or family members.
Marquez had built a following of nearly 200,000 on TikTok and Instagram. News of her death left fans stunned and grieving.
Zapopan Mayor Juan José Frangie noted that Marquez had not previously requested police protection, despite having received threats. “A femicide is the worst crime,” he stated.
Police confirmed her death at approximately 6:30 p.m. local time after arriving on the scene.
According to local sources, the attacker may have entered the salon by pretending to deliver a gift.