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I always credited the Swedish Erotica folks with popularizing facials. They were a California group - late 70s I recall. They had a lot of John Holmes videos where he would cum paint the girl's face. Seka was one of his popular targets. The Private group was also in the mix with facials. But, in my way of thinking the two biggest influences to the popularity of facials were AF and COHF, especially COHF. The thought that a amateur girl would suck and fuck a bunch of dead-beats and beg them to paste her face was just too much for me. Several of their girls are still on my all time fav list, esp 18 year old Sara. Tina too! Holy shit, those girls would keep their eyes open as load after load coated their faces. One of their girls would say to the guys as they were cumming, "Want to cum right in my eyes. Cum in my eyes." Then they would. Holy smokes. Those were the glory days of facials IMHO. Thank you Ray Guhn.
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Since porn became mainstreamed
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Ejaculates inside girls' mouth or on their face could add new sexual stimulation,that is why so many amateurs love to watch facial.