"There is no character customization in Diablo III, in terms of facial features, facial hair, hair color, height/girth, etc. The D3 Team experimented with that sort of thing early in the development process, but rejected it after some experimentation. They reported that it was fun to play around with the creation screen, but that testers would spend several minutes making their own character, only to start playing and find that their character was too small for facial features to show up, and 2) face and hair were immediately hidden by a helm or huge shoulder pads.
The way to make a character look different in Diablo III is to wear unusual armor or wield a cool weapon. After all, the game is about finding great gear, not playing with skin tone/height/hair color sliders in a character menu. "