Valeria Marquez, a 23-year-old social media influencer from Mexico, was killed while broadcasting live on TikTok from her beauty salon.
The shooting happened in the Zapopan suburb of Guadalajara, Jalisco State, according to officials.
The video showed Marquez sitting calmly at a table, holding a stuffed toy and smiling for the camera. In the middle of her stream, a man entered the salon and opened fire. The stream ended suddenly when another person, believed to be a customer or staff member, picked up the phone and stopped the video.
Authorities say the shooter escaped after the attack. Marquez was declared dead at the scene around 6:30 p.m. local time.
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Treated as a femicide
The Jalisco state prosecutor’s office confirmed that they are treating the case as a femicide, a gender-based killing. In Mexico, femicide is considered one of the most serious forms of violence against women.
Although the motive remains unclear, officials say that Marquez may have been targeted. Police have not named any suspects, and the investigation is still ongoing. Forensic teams are examining the crime scene and reviewing security footage from the area.
Local news outlets reported that the attacker may have entered the salon by pretending to deliver a gift. This has not yet been confirmed by police.
Mexico’s femicide crisis
Violence against women continues to be a major issue in Mexico. According to the United Nations, around 10 women or girls are murdered every day in the country, often by partners or family members.
Human rights groups and activists have repeatedly called on Mexican authorities to do more to protect women and to hold offenders accountable.
The killing of Valeria Marquez has once again brought national attention to the crisis of femicide in Mexico.
Rising star on social media
Marquez was a well-known figure in Mexico’s beauty and fashion world. She had built a large following on social media, with nearly 200,000 followers on TikTok and Instagram combined. She often shared videos about makeup, hair styling, and daily life at her beauty salon.
Her fans flooded social media with messages of grief and disbelief after the news of her death broke. Many described her as kind, cheerful, and passionate about her work.
“She was always full of life and positivity,” one follower wrote. “I can’t believe she’s gone.”
No prior police report
Zapopan Mayor Juan José Frangie spoke to the press after the incident. He said that Marquez had not asked for police protection before the attack, even though she had reportedly received threats.
“She never filed a report,” Frangie stated. “A femicide is the worst thing that can happen. It shows that we, as a society, must do more to protect women.”
The mayor also urged the public to speak up if they receive threats or feel unsafe. He said that the city would increase efforts to improve security, especially in areas where violence against women is rising.
Ongoing investigation of Valeria Marquez’s death
Police are urging anyone with information about the shooting to come forward. Authorities hope that witness statements, security footage, and forensic evidence will help them identify and arrest the suspect.
Meanwhile, tributes continue to pour in from fans, friends, and fellow influencers. Many are using the hashtag #JusticiaParaValeria (“Justice for Valeria”) to demand action and awareness about the dangers faced by women in Mexico.
As investigators search for answers, Marquez’s death stands as a chilling reminder of the risks women face, online and offline, in a country battling a wave of gender-based violence.
