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.