In professional wrestling, a face or babyface is a character who is portrayed as heroic relative to the heel wrestlers, who are analogous to villains. Not everything a face wrestler does must be heroic: faces need only to be cheered by the audience to be effective characters. The vast majority of wrestling storylines place a heel against a face.

The Spanish term used in lucha libre for babyface wrestlers is técnico. Its literal translation is "technician", referring to a wrestler who wins based on his sound technical ability rather than cheating (as opposed to a rudo, or heel).