Here it's definitely face.
1. people can't discern between low body fat % and actual facial structure
2. Lean Body Mass is the king of physical attraction
3. Almost all Chads I've known are: 5'11'' +, muscular development, played sports in high school. The ones that fall into all those categories but aren't popular with women are all fat, 30%+ body fat and there's a positive correlation even within that group for height (which is just a stand in for lean body mass)
4. If face were so important there would be just as many twinky 5'5'' to 5'10'' guys with 8-10/10 faces running around slaying. I've never met these guys. At best there's a 5'6'' guy with a 5'2'' gf that is hotter than you'd think here and there, or a 5'9''/5'10'' guy who falls into the category in #3 above and is able to bump up his success because of the positive face attribute.
5. It's really, really simple. There's a normal distribution about 5'9' for height. 5 inches above that is 6'2'' and 5 inches below that is 5'4''. Now does face or height (lean body mass) matter more? Well I'd estimate <1% of 5'4'' guys are Chad and I'd estimate that 30-40% of 6'2'' guys are Chad. I'd further estimate that ~80% of sub 15% BF with 'swimmer' level of muscular development 6'2'' guys are Chad whereas still <1% of sub 15% BF with swimmer level of muscular development guys at 5'4'' are Chad.
6. People that cite celebrities are fucking brain dead and not worth engaging with