  We discuss the possibility that flavor hierarchies arise from the electroweak
scale in a two Higgs doublet model, in which the two Higgs doublets jointly act
as the flavon. Quark masses and mixing angles are explained by effective Yukawa
couplings, generated by higher dimensional operators involving quarks and Higgs
doublets. Modified Higgs couplings yield important effects on the production
cross sections and decay rates of the light Standard Model like Higgs. In
addition, flavor changing neutral currents arise at tree-level and lead to
strong constraints from meson-antimeson mixing. Remarkably, flavor constraints
turn out to prefer a region in parameter space that is in excellent agreement
with the one preferred by recent Higgs precision measurements at the Large
Hadron Collider (LHC). Direct searches for extra scalars at the LHC lead to
further constraints. Precise predictions for the production and decay modes of
the additional Higgs bosons are derived, and we present benchmark scenarios for
searches at the LHC Run II. Flavor breaking at the electroweak scale as well as
strong coupling effects demand a UV completion at the scale of a few TeV,
possibly within the reach of the LHC.
