in your face

American  

[in yoor feys] / ˈɪn ˌyʊər ˈfeɪs /

idiom

Informal.

1. Also in-your-face

   1. seeming to express or invite confrontation; defiant, militant, or provocative.

      His political commentary is always in your face.

      Something drives him to break every rule, and to do it with a deep-down, in-your-face belligerence.

   2. displayed or advertised flagrantly, obtrusively, or forcefully.

      Everywhere you go, alcohol is in your face.

   3. (of a color, flavor, or the like) strong or vivid; bold rather than subtle.

      The brew has a huge, in-your-face hop flavor, but very little bitterness.

2. in a provocative, flagrant, or bold way.

   They’re so brazen—they do their cheating in your face, daring you to do something about it.

3. (used as an exclamation to tease someone or flaunt something in a confrontational way).

   In your face, Cougars—we won!

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in-your-face British  

adjective

1. slang aggressive and confrontational

   provocative in-your-face activism

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in your face More Idioms  

1. Defiantly confrontational; also, an exclamation of contempt. For example, This show is not suitable for youngsters; its attitude about sex is in your face, or In your face, mister! This slangy expression originated in the 1970s in basketball as a phrase of contempt used against the opposing team and was extended to other areas by the mid-1980s.

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Etymology

Origin of in your face

First recorded in 1985–90