Valeria Marquez was live on TikTok, addressing her fans from her beauty salon in Zapopan, Mexico, when the worst happened. A delivery arrived during the stream, and she stepped away. She returned holding a small parcel, a stuffed animal. She smiled, tossing her blonde hair over her shoulder as she showed her followers the parcel.

Moments later, the broadcast took a tragic turn. Marquez was seen staring at a distance before she was brutally shot on camera. She collapsed in her chair, blood spreading across the desk.

The killer was not caught on camera. But the aftermath was. A woman, believed to be present during the shooting, picked up Valeria’s phone and ended the stream. Her expression was blank as her face was visible for a second.

News of the killing spread quickly. Marquez, 23, had built a large following on social media. Her sudden death, caught live, triggered an outpouring of grief and confusion online. 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 @ [sic] the end of the video with no Facial Reaction 🤔,” 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.”

The fatal shooting of Marquez is now under investigation as a possible femicide, according to officials in the Mexican state of Jalisco. The state’s Attorney General’s Office confirmed that a male suspect entered her salon and allegedly opened fire, killing the 23-year-old influencer.

The incident occurred around 6:30 p.m. at her beauty salon located on Avenida Servidor Público in Zapopan’s Real del Carmen neighborhood. Local authorities responded swiftly to an emergency call placed through the 9-1-1 system. Shortly after, municipal police and paramedics arrived at the scene and confirmed that Marquez had no signs of life.

Initial findings suggest Marquez was inside her establishment when an unidentified man entered and shot her multiple times. The gunman then fled. Investigators have not yet made an arrest.

The Jalisco State Prosecutor’s Office stated it is following femicide protocols. A Public Ministry agent, alongside the Investigative Police, is collecting statements and physical evidence. Their goal is to piece together what happened and identify those responsible.

Forensic experts from the Jalisco Institute of Forensic Sciences processed the crime scene, documenting and collecting material for analysis. Marquez’s body has been transferred to the Forensic Medical Service, where an autopsy will be conducted. Her identity is expected to be officially confirmed by family members.

Authorities emphasized that the information shared so far is preliminary. The investigation remains active, and further details may emerge as the case develops.

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 16,000 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.