Who is a wrestler who never turned?
Sometimes a character's heel turn will become so popular that eventually the audience response will alter the character's heel-face cycle to the point where the heel persona will, in practice, become a face persona, and what was previously the face persona, will turn into the heel persona, such as when Dwayne Johnson first began using "The Rock" persona as a heel character, as opposed to his original "Rocky Maivia" babyface persona.