#1 "The Fiend" Bray Wyatt
The New Face of Fear is undoubtedly Bray Wyatt. This is something that he even taunted The Undertaker with during his cryptic WrestleMania promos. The Deadman did not actively respond to him, adding to the frightening aspect of the character. Wyatt has the the look -- the beard, tattoos, and large body frame, and is powerful on the mic when delivering his key message in promos.
His current persona, dubbed The Fiend, has been booked as a superhuman entity that cannot be put down even with the use of objects. He is the alter ego of Wyatt and the dominant force. The Fiend has used the signature mandible claw when the lights go off to attack all sorts of superstars from Hall of Famers such as Mankind to current roster members like Finn Balor and Daniel Bryan.
His scary mask with exposed sharp teeth and custom human head lamp adds on to the mystery.