JALISCO, Mexico — Popular social media influencer Valeria Marquez was tragically killed on May 13 while broadcasting a livestream to her followers from the salon where she worked.

The 23-year-old was gunned down inside Blossom the Beauty Lounge in Jalisco, in an apparent ambush that authorities are now investigating as a femicide.

Marquez, who had nearly 200,000 followers across Instagram and TikTok, was known for her beauty tutorials, lifestyle content, and modeling posts.

On the day of her death, she was live on social media when a man posing as a gift delivery person arrived at the salon.

Moments later, he opened fire, striking her twice in the head and once in the chest, killing her instantly.

Several of her followers reportedly witnessed the horrifying incident as it unfolded on camera.

According to the Jalisco State Attorney General’s Office, the murder is being investigated as femicide, a classification used when women are targeted and killed because of their gender.

Authorities are now focused on unraveling the circumstances leading up to the attack — and disturbing new evidence suggests Marquez may have been set up by individuals close to her.

Emerging evidence includes leaked private messages between two women allegedly linked to Marquez: Erika, who worked with her and was present during the livestream, and Viviana, a friend who had reportedly sent Marquez a coffee and a stuffed animal earlier in the day.

Screenshots of their conversation, allegedly captured shortly before the murder, raise suspicions of a coordinated setup:

• Erika: “Everything has to go well, you understand? You don’t know the amount of trouble you’ll be in if it doesn’t go as planned.”
• Viviana: “Vivi, I’m afraid. What if they do something to me too?”
• Erika: “They won’t do anything to you. Just make sure you’re not next to her when they get there. Turn off her phone when they arrive.”
• Viviana: “Okay, I trust you, but all of this scares me.”

These chilling messages suggest that Marquez was lured into staying at the salon under the pretense of receiving an “expensive gift” — a ploy that allegedly culminated in her execution-style killing.

Witness accounts confirm that Erika, who was with Marquez before and during the livestream, abruptly ended the broadcast moments after the shots were fired.

Police have not yet announced any arrests, but are actively pursuing leads based on digital communications, witness testimony, and surveillance footage.

Authorities are working to verify the authenticity of the leaked messages and determine the roles of the individuals involved.

Valeria Marquez’s death has sparked outrage across social media platforms, with many demanding justice for the young influencer and drawing attention to the ongoing crisis of gender-based violence in Mexico.

Anyone with information related to the case is urged to contact local authorities.