More customization in general. More open customization, meaning - wearing lipstick, blush and eyeshadow with a face sticker at the same time- and not one or the other.
Beards definitely, maybe just for the more humanoid races like Elezen and Hyur. Don't think Au'ra male can have facial hair, can they? I've never looked. If so, they don't seem a beardy/facial hair type but I also do not like Au'ra so I'm biased.
Chest and body hair- like, seriously. I guess the WoL is a fan of waxing?
More hairstyle variants and diversity- hell, a new hairstyle design contest would really help (I hope, assuming that not every new hairstyle is just a slight variation of what we are dealing with now). Right now, every hairstyle is either a hime bang/anime protag, toddler looking side ponytail/pigtail or a mullet. Or a combo of all of them at once.
Some shading on the models- like the detailed look of the FFXII characters if that makes sense?
In FFXIV every character complexion is so flat looking, with 1 base complexion, dull white bread- even if you choose a darker option- it's dull.