1. Why on earth are you washing your face with shampoo? (This is the most direct translation.)
2. You're washing your face with shampoo? That's crazy! (This emphasizes surprise.)
3. What are you doing? You shouldn't be using shampoo on your face! (This emphasizes disapproval.)
4. I can't believe you're washing your face with shampoo! (This emphasizes disbelief.)
The best option depends on the context and your tone.