A 23-year-old Mexican social media influencer, Valeria Marquez, was shot and killed while livestreaming on TikTok from her beauty salon in Guadalajara, officials confirmed.
According to the Jalisco state prosecutor’s office, the incident occurred when a man entered the salon and allegedly opened fire.
The motive behind the attack has not yet been determined, but authorities are investigating the case as a femicide — a gender-based killing of a woman or girl.
Moments before the shooting, Marquez was seen on camera holding a stuffed animal while speaking to her followers from a table inside the salon, located in the Zapopan suburb.
The livestream was abruptly cut off after gunshots rang out, with the video ending only when another person picked up the phone and stopped the broadcast.
Local media reports indicate the assailant may have posed as someone delivering a gift before committing the attack.
Police arrived at the scene around 6:30 p.m. local time and confirmed Marquez’s death. No suspect has been identified or named at this stage.
The tragedy has sparked outrage among Marquez’s online community, where she had amassed nearly 200,000 followers across TikTok and Instagram. Fans have expressed shock and sorrow at the sudden loss.
Zapopan mayor Juan José Frangie stated that there was no record of Marquez reporting threats to the authorities. “A femicide is the worst thing,” he said, according to news agency AFP.
The Jalisco state prosecutor confirmed that forensic experts are actively investigating the crime.
Gender-based violence continues to be a serious issue in Mexico, with the United Nations reporting that an average of 10 women or girls are killed daily by partners or family members.
