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A 23-year-old Mexican social media influencer, Valeria Márquez, was tragically killed while live-streaming on TikTok from her beauty salon in Zapopan, a suburb of Guadalajara, Jalisco.
The incident occurred when a man entered the premises and, appearing to target her specifically, fatally shot her in the head and chest. The Jalisco state prosecutor’s office has confirmed that the case is being investigated as a femicide—a gender-based killing of a woman.
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Moments before the attack, Márquez had expressed fear during her livestream, mentioning that someone had previously visited the salon with an expensive gift and that she felt threatened. Shortly thereafter, a man posing as a delivery driver returned, handed her a stuffed animal and coffee, and then shot her.
The assailant fled the scene on a motorcycle and has not yet been identified. Authorities are exploring potential links to organised crime, as the region is known for cartel activity.
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Márquez had a significant following on social media, with nearly 200,000 followers across TikTok and Instagram. Her death has sparked outrage and renewed discussions about the prevalence of gender-based violence in Mexico, where, according to the United Nations, approximately 10 women or girls are murdered daily.
President Claudia Sheinbaum has stated that the federal government is prioritising the investigation to bring those responsible to justice. The tragic event underscores the ongoing crisis of femicide in the country and the urgent need for systemic change.