What the…!! is a barbershop and beauty salon in Shoreditch specialising in men's haircuts and grooming. Services include clipper cuts from 20 minutes, wet shaves, beard trims, and facial treatments, with prices ranging from £17.25 to £52.00. The team uses natural products including Proraso and Rauzel, and welcomes LGBTQ clients. Located on Shoreditch High Street near Liverpool Street station and Shoreditch Overground, the salon operates Monday to Friday 09:30 to 19:30, with weekend hours from 10:00. First-time customers receive discounted haircut packages, and children's wash-and-blow-dry services are also available.