Short for babyface. The good guy. The one who fights fair, overcomes the odds, and gets the crowd on their feet. Sometimes the crowd decides someone is a face whether WWE planned it or not — see Daniel Bryan's entire career. The worst thing that can happen to a face is the crowd going silent. Boos are better than nothing.
"He's the top babyface on the roster right now. Kids are wearing his shirt, adults are doing his entrance pose in the parking lot."