Mexican Beauty Influencer Fatally Shot During TikTok Livestream: Nation in Shock

 

Valeria Márquez, 23, was livestreaming beauty content from her Guadalajara salon when she was gunned down on May 14. Fans and activists across Latin America are calling for justice. (Photo: Instagram/@valmarquezofficial)

By Camila Ortega | Senior Crime Correspondent

GUADALAJARA, MEXICO — In a chilling act of violence that has shaken the digital world and reignited fears over rising femicide in Mexico, 23-year-old beauty influencer Valeria Márquez was fatally shot while livestreaming on TikTok from her home-based beauty salon in the Jalisco capital late Wednesday afternoon.

Márquez, known to her 2.1 million followers for her beauty tutorials and advocacy for women’s empowerment, was applying makeup on a client when gunshots suddenly rang out during the livestream. The horrifying footage showed Valeria freezing mid-sentence as the salon’s door burst open, followed by two masked men entering and firing multiple shots before the feed abruptly cut to black.

A Public Execution in Real Time

The livestream, which had over 8,000 viewers at the time, quickly circulated across social media platforms. Authorities confirmed that the attack occurred around 4:32 PM local time in the Santa Tere neighborhood, a bustling but increasingly insecure part of Guadalajara.

Paramedics arrived minutes later, but Valeria was pronounced dead at the scene with multiple gunshot wounds to her chest and abdomen. Her client, who remains unnamed, survived with non-life-threatening injuries.

Jalisco State Prosecutor’s Office has opened an investigation into the incident, initially categorizing it as a targeted femicide, a classification used in Mexico to denote gender-based killings.

“This was not random,” said lead investigator Inspector Jaime Zúñiga. “The assailants came for her, and they knew she was livestreaming. This was a public message.”

Motive Unknown — But Ties to Activism Considered

Valeria, though widely loved for her beauty and fashion content, had also been vocal about gender violence in Mexico — often using her platform to share stories of missing women and criticize police inaction.

Some sources close to her suggest she had received threats in the past.

“She told me two months ago that someone warned her to stop speaking out,” said her close friend and fellow influencer, Daniela Mena. “But she refused to be silenced. She believed in fighting back with beauty and bravery.”

Authorities are exploring multiple angles, including possible links to local criminal gangs, jealous rivals, or personal vendettas. However, no arrests had been made at the time of publication.

An Epidemic of Femicide

Valeria’s murder comes amid a wave of gender-based violence across Mexico. According to the National Institute for Statistics and Geography (INEGI), an average of 11 women are killed every day in the country — many of them young, and many cases left unsolved.

In Jalisco alone, more than 90 femicides were reported in the past year, making it one of the most dangerous states for women in Latin America.

Women’s rights groups were quick to organize vigils and online protests. Hashtags like #JusticiaParaValeria and #NiUnaMenos trended on X (formerly Twitter) within hours.

“Valeria was not just a beauty influencer — she was a voice for a generation of Mexican women tired of dying in silence,” said Paola Sánchez, director of Mujeres Libres, a Guadalajara-based feminist collective.

Tributes Pour In as Fans Mourn

Across Mexico and beyond, tributes have poured in from fans, influencers, and celebrities. Her final TikTok, a short video about inner strength, has garnered over 12 million views in 24 hours.

“She inspired us with her laughter, her talent, and her heart,” wrote makeup artist and YouTuber Raul Hernandez. “She was light in a dark world.”

TikTok issued a statement expressing condolences to her family and confirmed the removal of the violent video. “We are working closely with Mexican authorities and offer our full support in the investigation,” said a spokesperson.

Valeria is survived by her mother, younger brother, and a legacy that continues to inspire millions.

A candlelight vigil is planned in Guadalajara’s Plaza de Armas this Friday, where hundreds are expected to gather in memory of a young woman whose life ended too soon — and too violently — for simply existing, creating, and daring to speak.