Why do dogs like to lick peoples faces? Helena knows better than to lick me in the face because I always corrected her. But her daddy will let her lick him all day in the face (eww) lol She used to get so crazy and excited about it that she would bark if you held her back. I thought face licking was a form of submission because dogs lick other dogs mouths to show submission. So why would she be dominant and demand to lick you in the face? Odd? She hasn't done it in awhile since I started correcting her for demanding to face lick. But we still let her give kisses.