Valeria Marquez, a 23-year-old Mexican social media influencer, was shot and killed while live streaming on TikTok at her beauty salon in Guadalajara, authorities confirmed.

The Jalisco state prosecutor’s office reported that a man entered the salon in the Zapopan suburb and fired at Marquez during her livestream.

The video shows her sitting at a table holding a stuffed animal moments before the fatal shooting. The livestream abruptly ends when another person picks up her phone and stops the recording.

Officials are treating the case as a femicide — a gender-based killing — though the motive remains unclear. No suspect has yet been named, and forensic experts continue to investigate.

Gender-based violence is a serious issue in Mexico, where the United Nations reports that on average 10 women or girls are murdered daily by partners or family members.

Marquez had nearly 200,000 followers across TikTok and Instagram. Her fans expressed shock and sorrow following the news.

Zapopan Mayor Juan José Frangie stated that the influencer had not previously sought police protection despite threats. “A femicide is the worst thing,” he said.

Police arrived at the scene shortly after the shooting, confirming Marquez’s death at around 6:30 p.m. local time.

Local reports suggest the attacker may have gained access by pretending to bring her a gift.