Because they’re marking you with scent, not cuddling. They don’t want your stink on them.

This is the cat version of “no take, only throw”.

My parents’ cat likes to be greeted by mutual face sniffing, she’s adorable. she also likes to be hugged and used as a pillow wherever she’s napping 😁

I have a beard and my cats love it when I rub my face on them.