Dictionary.com/effrontery:

effrontery (ih-FRUN-tuh-ree) noun

Brazen boldness; presumptuousness.

[French effronterie, from effronté, shameless, from Old French esfronte, from Vulgar Latin *effronttus, alteration of Late Latin effrns, effront- : ex-, ex- + frns, front-, front, forehead.]