Mexican social media influencer Valeria Marquez, 23, was tragically shot and killed while live streaming on TikTok at her beauty salon in Zapopan, a suburb of Guadalajara, on Thursday, authorities have confirmed.
The Jalisco state prosecutor’s office said a man entered Marquez’s salon around 6:30 p.m. local time and “apparently fired a gun at her.” The horrifying incident unfolded while she was live on TikTok, sitting at a table and holding a stuffed animal. The livestream was abruptly cut off when another person picked up her phone following the shooting.
Authorities are treating the case as a femicide, which in Mexico is defined as the killing of a woman or girl because of her gender. The motive for the attack remains under investigation. As of now, no suspect has been named.
Marquez, who had nearly 200,000 followers across TikTok and Instagram, was known for sharing beauty content and personal moments from her life. According to local media, the shooter posed as someone delivering a gift before carrying out the fatal attack.
The tragedy has drawn renewed attention to gender-based violence in Mexico, a country where the United Nations reports an average of 10 women or girls are murdered each day, often by partners or acquaintances.
In a statement, Juan José Frangie, Mayor of Zapopan, expressed his sorrow and noted that Marquez had not previously reported threats or requested protection. “A femicide is the worst thing,” he said, adding that the case underscores the ongoing urgency to address violence against women in Mexico.
The Jalisco prosecutor’s office has confirmed that forensic experts are analyzing evidence from the scene, and an investigation is actively underway.
Marquez’s sudden and violent death has shocked her followers and the wider community. Fans and fellow content creators have flooded her social media pages with messages of mourning and calls for justice.
Her death marks another painful chapter in Mexico’s ongoing struggle with violence against women, and many are calling for stronger protections and legal reforms to ensure safety for all — especially for women in the public eye.
A full report will be submitted to the public prosecutor as investigations continue.