In a shocking and tragic incident, 23-year-old Mexican social media influencer Valeria Marquez was shot dead while livestreaming on TikTok from her beauty salon in the suburb of Zapopan, the Jalisco state prosecutor’s office has confirmed.
According to a statement released by authorities, Marquez was killed when a man entered her salon and “apparently fired a gun at her.” The motive behind the attack remains unclear, but the case is now being investigated as a femicide—a classification used in Mexico when a woman is murdered due to her gender.
Moments before her death, Marquez—who had amassed nearly 200,000 followers across TikTok and Instagram—was seen holding a stuffed animal and chatting with her audience during a live broadcast. The video abruptly ended seconds later when she was fatally shot. Local reports suggest the assailant had posed as someone delivering a gift.
Police responded to the scene around 6:30 p.m. local time (12:30 GMT), confirming her death shortly after. No suspects have been named, and authorities say forensic teams are actively investigating the case.
Gender-based violence remains a major concern in Mexico, where the United Nations reports that around 10 women or girls are murdered each day, often by intimate partners or family members. The killing of Marquez, who was not known to have previously reported threats, has intensified national conversations around the vulnerability of women—even those in the public eye.
Mayor of Zapopan, Juan José Frangie, expressed his sorrow over the killing, stating that his office had no record of Marquez seeking protection. “A femicide is the worst thing,” he told the AFP news agency.
Tributes have poured in from fans and fellow influencers, many expressing horror and heartbreak over the young woman’s violent death. Social media platforms have since been flooded with messages demanding justice and stronger protections for women across the country.
The investigation is ongoing, and officials are urging anyone with information to come forward.
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