  We study the LHC phenomenology of a general class of "Private Higgs" (PH)
models, in which fermions obtain their masses from their own Higgs doublets
with $\op(1)$ Yukawa couplings, and the mass hierarchy is translated into a
dynamical chain of vacuum expectation values. This is accomplished by
introducing a number of light gauge-singlet scalars, the "darkons," some of
which could play the role of dark matter. These models allow for substantial
modifications to the decays of the lightest Higgs boson, for instance through
mixing with TeV-scale PH fields and light darkons: the simplest version of the
model predicts the ratios of partial widths to satisfy $\G(h \to
VV^*)_{\text{PH}}/\G(h \to VV^*)_{\text{SM}} \approx \G(h \to
\g\g)_{\text{PH}}/\G(h \to \g\g)_{\text{SM}} \leq 1$ and $\G(h \to b\bar
b)_{\text{PH}}/\G(h \to b\bar b)_{\text{SM}} \sim \op(1)$, where the
inequalities are saturated only in the absence of Higgs mixing with light
darkons. An extension of the model proposed previously for generating nonzero
neutrino masses can also contribute substantially to $h \to \g\g$ without
violating electroweak precision constraints. If the Higgs coupling to fermions
is found to deviate from the Standard Model (SM) expectation, then the PH model
may be a viable candidate for extending the SM.
