When it comes to Buddy's signs, there are a few considerations.
Facial rubbing tends to be done due to some sort of underlying irritation / inflammation.
While we would consider an ear infection, eye infection, parasites, lip fold dermatitis, a fungal infection or something else, I suspect we are likely dealing with atopic dermatitis / allergies.
For most, signs start between the ages of 2 and 4. Pedigrees are most affected and Shih Tzus are over represented.
The skin may appear normal but dogs show signs of itchiness including facial rubbing, paw licking, rubbing their body on the ground, bum scooting and scratching.
Signs may be worse at certain times of the year and can be linked to things like grass, pollen, dust mites and diet.
A vet visit is sensible to examine Buddy, concentrating on his head.
He would likely benefit from some strong anti itch medicine to break the itch scratch cycle and to allow things to settle down.
If allergies are suspected, allergy tests may be run and we might consider trialling a hypoallergenci diet.