This is the 550th most frequent Japanese word.
顔
"Face"
The word "顔" is used to represent the physical face of a person in this context.
彼の顔には大きな笑顔が描かれていた。
His face was adorned with a big smile.
Here, "顔" refers to the facial appearance that one might want to conceal.
彼女は顔を隠すように帽子を深くかぶった。
She wore her hat deeply to hide her face.
In this sentence, "顔" is used idiomatically to mean social connections or presence.