In the present study, we examined whether the detection advantage for negative-face targets in crowds of positive-face distractors over positive-face targets in crowds of negative faces can be explained by differentially efficient distractor rejection. Search Condition A demonstrated more efficient distractor rejection with negative-face targets in positive-face crowds than vice versa. Search Condition B showed that target identity alone is not sufficient to account for this effect, because there was no difference in processing efficiency for positive- and negative-face targets within neutral crowds. Search Condition C showed differentially efficient processing with neutral-face targets among positive- or negative-face distractors. These results were obtained with both a within-participants (Experiment 1) and a between-participants (Experiment 2) design. The pattern of results is consistent with the assumption that efficient rejection of positive (more homogenous) distractors is an important determinant of performance in search among (face) distractors.