`How many doublets? Constraining new physics with Higgs data' Abstract: The number of fermion generations and Higgs doublets are ad-hoc features of the Standard Model. I discuss how LHC data on Higgs signal strength have ruled out a fourth fermion generation and constrain the allowed parameter space of the two-Higgs-doublet model (2HDM) of type II. The heavy neutral Higgs bosons of the 2HDM can still be lighter than 200 GeV. I further show the allowed range for the self-coupling of the lightest Higgs boson and compare the Higgs pair production cross section in the 2HDM with the SM prediction. The discovery of Higgs pair production is a major target for future runs of the LHC.