Beauty Influencer Valeria Marquez, 23, Fatally Shot During TikTok Livestream

She was speaking to hundreds live online when a sudden act of violence silenced the stream — and left a nation searching for answers.

Valeria Marquez, a 23-year-old beauty influencer, was fatally shot on May 13, 2025, during a TikTok livestream at her beauty salon in Zapopan, a suburb of Guadalajara, Mexico.

The Jalisco State Attorney General's Office is leading an active investigation under the femicide protocol to determine the circumstances of her death.

The shooting took place around 6:30 p.m. at a beauty salon located on Avenida Servidor Público in the Colonia Real del Carmen neighborhood.

According to official statements, Marquez was live-streaming while seated at a table holding a stuffed animal when a man entered the establishment and allegedly fired a weapon at her. The video was live until another person picked up the phone and ended the recording.

Municipal police officers and paramedics responded to the emergency call placed through 911. Upon arrival, paramedics confirmed that Marquez had no vital signs.

Authorities stated that she was targeted while in her workplace by an unidentified male suspect. Local reports indicated that the man may have posed as someone delivering a gift before carrying out the attack.

The Jalisco State Attorney General's Office is collecting testimonies and physical evidence. Experts from the Jalisco Institute of Forensic Sciences processed the scene and secured the area.

The victim's body was transferred by Forensic Medical Service personnel for an autopsy, and her official identification by family members is pending.

Zapopan Mayor Juan José Frangie stated that there was no prior record of Marquez requesting protection from authorities due to threats. He added, "a femicide is the worst thing."

The motive for the shooting remains unknown. No suspect has been named at this time, and the investigation is ongoing.

The authorities continue to treat the case as a potential gender-based crime, which remains a serious and prevalent issue in Mexico.

According to United Nations reports, ten women or girls are killed every day in the country, often by partners or family members. The investigation remains focused on identifying the suspect and uncovering the full details behind the attack.

Marquez, who had over 200,000 followers combined on Instagram, was known for her online beauty content. Her sudden death has drawn significant attention across social media, where fans have expressed their grief and shock.

Thousands have weighed in with theories, with some blaming an ex-boyfriend. Others pointed to rivalries or jealousy in the influencer world.

"Jealous ex?" one person asked. Another replied, "So sad. This is why you never share your locations. So so scary." Others suspected deeper, darker forces. "Jalisco Mexico, cartel took her out," one commenter claimed, referencing the region's history of violence.

A different viewer added a chilling context. "It was a woman that did it. She picked up the phone and bam. Her face was on the live. Crazy." More scrutiny followed."Who was that lady @ the end of the video with no Facial Reaction [sic]," someone asked.

Another comment went further, "Her friend told her not to leave and when Val got shot her friend cut the live without screaming." The person went further to question why the shooter left the friend, adding, "The ex and friend were involved. Case closed. Rip Valeria."

Someone else echoed, "100% her friend had something to do cause you don't think 'hey I need to turn off the stream' cause that is the LAST thing on your mind."

Marquez was more than an online personality. She was a young entrepreneur who built a brand around beauty and self-care. Her salon, Blossom, the Beauty Lounge, based in Zapopan, attracted a loyal clientele and had a growing online presence, with over 17,000 followers on Instagram.

Marquez regularly featured her work on the brand's social media — nail art, hairstyling, and behind-the-scenes glimpses of her business. Her content blended professionalism with a personal touch, giving followers a look into her craft and personality.

Just two days before the fatal shooting, Marquez shared images from a photoshoot. In the photos, she wore a pink bodysuit and struck confident poses. The post drew admiration from fans who praised her style and presence.

For many of her followers, these final posts now serve as an unexpected goodbye — a snapshot of a life and career that ended too soon.