Valeria Marquez, a 23-year-old beauty influencer from Mexico, was shot and killed while doing a live stream on TikTok. The tragic event happened at her own beauty salon in Guadalajara, and officials have confirmed the incident.

According to reports from the Jalisco state prosecutor’s office, a man entered her salon in Zapopan, a part of Guadalajara, and shot her while she was live online.

In the video, Valeria can be seen sitting at a table, holding a stuffed toy just moments before the shooting happened. The live stream suddenly ends when another person picks up the phone and stops the video.

Authorities are calling her death a femicide, which is a crime where a woman is killed because of her gender. So far, they don’t know why she was targeted, and no suspect has been identified yet. Investigations are still going on.

Violence against women is a serious problem in Mexico. The United Nations says that about 10 women or girls are murdered every day in the country, often by partners or family members.

Valeria had close to 200,000 followers on TikTok and Instagram. Many of her fans were heartbroken and left messages online expressing their sadness and disbelief.

The mayor of Zapopan, Juan José Frangie, shared that Valeria had not contacted police for help, even though she had received threats in the past. He said femicide is one of the worst kinds of crimes.

Police reached the salon shortly after the shooting and confirmed that Valeria had died around 6:30 p.m. local time.

Some local reports suggest that the man who attacked her might have tricked her by pretending to bring her a gift to get inside the salon.