Valeria Marquez, a 23-year-old Mexican social media influencer, was tragically shot and killed while livestreaming on TikTok from her beauty salon in Guadalajara, authorities have confirmed.
According to the Jalisco State Prosecutor’s Office, the fatal incident occurred in the Zapopan suburb on Monday evening. A man reportedly entered the salon and opened fire on Marquez during her livestream. The chilling footage showed her seated at a table, playfully holding a stuffed animal, just moments before the attack. The stream abruptly ended when another individual picked up her phone and stopped the recording.
Officials are treating the killing as a femicide—a gender-based crime—though the motive behind the shooting remains unclear. No suspects have been publicly identified, and forensic teams are continuing their investigation into the circumstances surrounding the attack.
Marquez had amassed a following of nearly 200,000 across TikTok and Instagram, where she regularly posted beauty content and glimpses into her personal life. News of her death has sparked an outpouring of grief from fans, who expressed shock and heartbreak over the senseless loss.
Gender-based violence remains a pressing issue in Mexico. According to the United Nations, an estimated 10 women or girls are murdered each day in the country, often by intimate partners or family members. Authorities have vowed to fully investigate Marquez’s killing in the context of this broader epidemic of violence against women.
Zapopan Mayor Juan José Frangie addressed the tragedy, noting that while Marquez had reportedly received threats in the past, she had not requested police protection.
“A femicide is the worst thing,” Frangie said. “We are deeply saddened and outraged by this act of violence.”
Police arrived at the scene shortly after the shooting and confirmed Marquez’s death at approximately 6:30 p.m. local time. Local reports suggest the assailant may have gained entry to the salon by posing as someone delivering a gift.
Authorities are urging anyone with information about the incident to come forward as the investigation continues.
