effrontery
Effrontery (noun) means Rude and shameless boldness.
Etymology
Borrowed in the late 17th century from French effronterie, itself from effronté (“shameless, insolent”), which came from Old French esfronté, from Vulgar Latin *exfrontātus. Compare Latin effrōns (“barefaced”), formed from the prefix ex- (“from”) and frōns (“forehead”; related to English front). By surface analysis, it breaks down as ef- + front + -er + -y.