A 23-year-old Mexican beauty influencer, Valeria Marquez, was shot and killed while conducting a live TikTok stream at her beauty salon in Guadalajara, Mexican authorities have confirmed.

According to the Jalisco state prosecutor's office, the tragic incident occurred in the Zapopan suburb when an unidentified man entered the salon and opened fire on Marquez during her livestream. The video footage shows the young influencer sitting at a table holding a stuffed animal moments before the fatal shooting occurred. The broadcast abruptly ended when another person picked up her phone and stopped the recording.

Officials are treating the case as a femicide—a gender-based killing—though the motive behind the attack remains unclear. No suspect has been named yet as forensic experts continue their investigation.

Zapopan Mayor Juan José Frangie revealed that despite having received threats, Marquez had not previously sought police protection. "A femicide is the worst thing," he stated. Police arrived at the scene shortly after the shooting, confirming Marquez's death at approximately 6:30 p.m. local time.

Local reports suggest the attacker may have gained access to the salon by pretending to deliver a gift to the influencer.

Marquez had amassed nearly 200,000 followers across TikTok and Instagram platforms. Her fans have expressed shock and profound sorrow following the news of her death.

The incident highlights the serious issue of gender-based violence in Mexico, where according to United Nations reports, an average of 10 women or girls are murdered daily by partners or family members.