A 23-year-old Mexican beauty influencer was fatally shot during a TikTok livestream in a shocking attack that has reignited outrage over gender-based violence in the country.
Valeria Marquez, known for her content on makeup and beauty tips, was killed on Tuesday inside the beauty salon where she worked in Zapopan, Jalisco, according to a statement from the state prosecutor’s office.
Authorities said they are treating the case as a possible femicide—defined in Mexican law as the killing of a woman due to her gender, often involving signs of sexual violence, a personal relationship with the perpetrator, or public display of the body.
Marquez was livestreaming to her thousands of followers when the attack occurred. In the video, she can be seen sitting at a table holding a stuffed toy, and is heard saying “they’re coming,” just before someone off-camera asks, “Hey, Vale?” Her response—“Yes”—was the last thing she said before the sound was muted. Moments later, the shooting occurred.
The livestream captured the chaos that followed, including a brief appearance of an unidentified person who picked up the phone before the video abruptly ended. No suspects have been named so far.
Earlier in the broadcast, Marquez mentioned that an unidentified individual had previously visited the salon while she was away, attempting to leave her a “very expensive gift.” She expressed hesitation about meeting the person.
Marquez had built a following of nearly 200,000 across TikTok and Instagram, and her murder adds to growing concerns about violence targeting women in Mexico.
According to the United Nations Economic Commission for Latin America and the Caribbean, Mexico had the fourth-highest femicide rate in the region in 2023, 1.3 deaths per 100,000 women, tied with Paraguay, Uruguay, and Bolivia.
Jalisco ranks sixth among Mexico’s 32 federal entities for homicides, recording 906 killings since President Claudia Sheinbaum took office in October 2024, based on data from consulting firm TResearch.
Authorities have yet to determine a motive, but the investigation continues under femicide protocols.