Lose face
Definition 1 of 1
Pro Tip 1/3Cultural Sensitivity
Understand that in some cultures, 'losing face' is a serious concern and can deeply affect personal and business relationships. 
He went to great lengths to avoid losing face with his business partners.
Pro Tip 2/3Severity Varies
'Losing face' can range from slight embarrassment to a major blow to one's social standing, depending on the situation. 
She worried she’d lose face over a small mistake, but her colleagues hardly noticed.
Pro Tip 3/3Public Perception
The phrase often involves other people's perceptions and the fear of being judged or looked down upon. 
The politician didn't apologize to avoid losing face with his supporters.