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If you look at the Iron Man movie, they kept making sure to show us Stark's face, even when in the armor. Marvel's Hawkeye character was left with no mask at all, as was the female member of the Avenger's, who I think is called "Black Widow" in the comics, and I seem to recall wears a mask (not really up on Marvel's characters).
Black Widow hasn't worn a mask since the '60's. Hawkeye currently only wears some type of sunglasses now and is without the purple outfit. Both are now considered members of Shield.