In a shocking act of violence, Valeria Márquez, a 23-year-old beauty influencer was shot and killed while livestreaming from her salon. The Mexican social media mogul sported over 75.7 thousand followers on Instagram and nearly 100 thousand followers on TikTok.
Márquez was reportedly interacting with her followers on TikTok when a man posing as a delivery driver entered the establishment. Moments earlier, she had received a package that seemed to be a gift. After handing it to her, the assailant drew a firearm and opened fire, striking her multiple times in the head and torso. She died at the scene.
Authorities confirmed that the attack was captured on video, further heightening the brutality and public exposure of the crime. Eyewitnesses described scenes of panic among clients and staff. Surveillance footage and the livestream are being reviewed by the Jalisco state prosecutor's office, which is investigating the case as a potential femicide.
Mexico is currently grappling with a widespread femicide crisis, and social media has since been flooded with messages of grief and tributes to her work. Valeria Márquez was well known in the local influencer scene, often posting beauty tips, tutorials, and updates from her salon. In addition to her online persona, she had worked as a model and had won a regional beauty pageant in 2021.
The Jalisco State Prosecutor's Office confirmed that an investigation is ongoing, but as of Tuesday evening, no arrests had been made and no suspects had been publicly identified. Authorities have not ruled out the possibility that Márquez was targeted.
The salon where Márquez was killed remained closed on Wednesday. A makeshift memorial of flowers and candles now sits outside its entrance, placed there by devastated friends, clients, and followers who knew her both online and in person.
Advocacy groups are urging government officials to increase protections for women and ensure thorough investigations into gender-based violence.
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