Mexico City: A 23-year-old Mexican beauty influencer, Valeria Marquez, was tragically shot dead during a live TikTok session at a beauty salon in Zapopan, Jalisco. Known for her makeup tutorials and beauty-related content, Marquez had a significant following of nearly 200,000 across TikTok and Instagram.
The incident occurred on Tuesday at the salon where she worked. Moments before the shooting, Marquez was livestreaming while seated at a table, holding a stuffed toy. In the clip, she was heard saying, “They’re coming,” followed by a voice off-camera asking, “Hey, Vale?” She responded “Yes,” and then muted the livestream.
Shortly afterward, gunshots rang out. A person briefly appeared in the livestream, picking up her phone before the video abruptly ended. Social media clips circulating online show Marquez moments before the fatal shooting, but due to the graphic nature of the footage, it is not being widely shared.
Authorities in Jalisco confirmed the case is being investigated under femicide protocols — a classification for killings motivated by gender-based violence.
Reports suggest Marquez had expressed concern earlier during the stream, mentioning that someone had visited the salon earlier that day with an “expensive gift” meant for her. She indicated unease and noted she did not plan to wait for the individual to return.
No suspect has been publicly named yet, and the investigation remains ongoing.