http://www.dualshockers.com/2013/11/...t-screenscaps/

The devs themselves said this...

You’ll be able to change face paint and its color, hair, facial hair and tattoos. Eye color is being considered as there are colored contact lenses in real life after all. Even more hairstyles will be available in every new patch.
Taken from the live letter. You'll have to wait and see about the lore when they release it. (If ever at this rate)