In the rare times I've cammed, the only times that I've included my face have been when the one on the other end is someone I know.
i've never done it on cam i'm to shy.. i'd probably get comfortable with it eventually.. if someone would help me get there.. i dunno.
The best thing for you to do is find someone willing to take things slow with you. Maybe just chatting at first until you become more comfortable. As you relax you'll flirt more and things will progress. Most guys though don't have that kind of patience. They want to start right away.