A 23-year-old Mexican influencer Valeria Marquez was fatally shot Tuesday while streaming live at her beauty salon in Guadalajara, Jalisco.
Max, who has more than 113,000 followers on the platform, broadcasted to the audience when the attack occurred.
According to a statement from the Jalisco State Attorney’s Office, an investigation is under the Women’s Rules, and the case applies to women’s deaths due to gender.
As of Wednesday, Marquez's Tiktok account appears to have been deleted.
Here is what we know:
Marquez worked at the Blossom Blossom Blossom at the time of the attack.
She made a living on Tiktok at the time. In the video, she is seen sitting at the table, holding a toy stuffed with pink, and heard, “He’s here.”
A man's voice in the background asked, "Hey, are you Valeria?" she replied, "Yes."
At that moment, she turned off the microphone and a few seconds later, she was shot to death. The person who didn't see the sound he had heard before in the video.
The man who shot her was reportedly then jumped onto a motorcycle and fled.
Meanwhile, in the video - Still Live - Valeria grabbed her chest and stomach before falling down on her chair. She seemed to have been shot twice, with at least one bullet hitting her torso. Another woman's face appears briefly before the video ends.
Early in the same video, Valeria reveals speculation about possible links to the events that led to her death.
"Hey, what do you think I'm wrong?" she said.
“I’m doing something today and Erika called me and said, ‘Hey, baby, they bring you something, I don’t know what, but they want to give it to you.’” It’s not clear who Erica is.
I said, "Oh, I'll be there in about an hour." The deliveryman said, "I'd better wait for her because that's really expensive."
"Who will give me something?" she asked on the video.
"Man, they might be killing me," she said on the livestream. It's unclear who she was referring to or what prompted her to say that.
According to authorities, she was still in the chair when the authorities arrived.
The offence is now being investigated as the eighth woman in Jalisco this month.
Valeria has made a name on social media, thanks to her content about beauty, lifestyle and entrepreneurship, according to local media reports. She has over 113,000 followers on Tiktok and at least 70,000 followers on Instagram.
She owns a beauty salon in Zapopan, where she shares aesthetic skills and personal moments with her audience. She opened it in 2024.
In 2021, Marquez was crowned as Miss Rostro, a local beauty pageant, cementing her presence in the modeling and beautiful world, according to publication El Financiero. In addition to her career, she maintains close relationships with her followers, sharing details about her personal life openly.
Mexico has the fourth highest rate of women in the region, closely related to Paraguay, Uruguay and Bolivia, with 1.3 deaths per 100,000 women in 2023, according to the latest data from the United Nations Economic Commission for Latin America and the Economic Commission for the Caribbean.
The top three are Honduras, the Dominican Republic and Brazil.
According to data consulting firm Tresearch, Jalisco homicides ranked sixth among 32 Mexico states, including Mexico City, where 906 states have been recorded since President Claudia Sheinbaum's tenure in October 2024.
About 10 women or girls are murdered every day in Mexico, UN says
According to AFP, Zapapan Mayor Juan Jose Frangie said his office has no record of Marquez seeking help from authorities about any threats. He added, “Female is the worst thing.”
The killing happened a few days before another woman, the mayoral candidate in Veracruz, was also shot dead while living with three other people.
President Sheinbaum said in a statement that she has no information on the motivation.