Priority of the “self” is thought to be evolutionarily advantageous. However, evidence for this priority has been sparse. In this study, subjects performed a gender categorization task on self- and non-self target faces preceded by either congruent or incongruent periliminal or subliminal primes. We found that subliminal primes induced a priming effect only on self target faces. This discovery of a self-specific priming effect suggests that functional specificity for faces may include timing as well as spatial adaptations.