Ms Baloch, 26, recently caused controversy by posting controversial pictures of herself on social media, including one alongside a Muslim cleric.
Police say she was strangled to death.
Cases of women being killed for `dishonouring` their family are commonplace in Pakistan.
Qandeel Baloch became a household name for posting bold, sometimes raunchy, photographs, video and comments.
How her murder reflects a divided country
Ms Baloch`s parents told The Express Tribune that she was strangled to death on Friday night following an argument with her brother.
They said her body was not discovered until Saturday morning. Her parents have been taken into custody, the Tribune reported.
Ms Baloch had gone to Punjab from Karachi because of the threat to her security, police say.
Qandeel Baloch: Pakistan social media celebrity `killed by brother`
17 July 2016
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Pakistani social media celebrity Qandeel Baloch has been killed by her brother in an apparent `honour killing` in the province of Punjab, police say.
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