Shameless boldness or audacity; insolent behavior that shows a lack of respect for others. Brazen impudence or nerve.
From French 'effronterie,' from 'effronté' (shameless), ultimately from Latin 'ex-' (out) + 'frons' (forehead). The idea is of someone so shameless they push their forehead forward boldly, showing no embarrassment.
Imagine someone so boldly rude they literally stick their forehead out in your face - that's effrontery! They have the 'front' (nerve) to be completely shameless, pushing their 'frontal' attitude right at you.
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