The Lagrangian for a complex scalar is
$$\mathcal{L}=-\left(\partial_\mu\phi\right)^*\partial^\mu\phi-V(\phi,\phi^*)$$
where $V$ is the potential, $*$ stands for complex conjugate and I use the metric $\eta_{\mu\nu}={\rm diag}(-1,1,1,1)$.
The most general potential leading to a renormalizable theory is:
$$V(\phi,\phi^*)=\lambda_0+\lambda_{11}\phi+\lambda_{12}\phi^*+\lambda_{21}\phi^2+\lambda_{22}\phi\phi^*+\lambda_{23}\phi^{*2}+\lambda_{31}\phi^3+\lambda_{32}\phi^2\phi^*+\lambda_{33}\phi\phi^{*2}+\lambda_{34}\phi^{*3}+\lambda_{41}\phi^4+\lambda_{42}\phi^3\phi^*+\lambda_{43}\phi^2\phi^{*2}+\lambda_{44}\phi\phi^{*3}+\lambda_{45}\phi^{*4}$$
where the $\lambda$'s are constants.
Why are we dropping always almost all terms and use
$$V(\phi,\phi^*)=\lambda_{22}|\phi|^2+\lambda_{43}|\phi|^4~~?$$
I get that the Lagrangian has to be bounded from below to find meaningful solutions. This probably eliminates the solutions with odd powers of $\phi$. So one remains with
$$V(\phi,\phi^*)=\lambda_0+\lambda_{21}\phi^2+\lambda_{22}\phi\phi^*+\lambda_{23}\phi^{*2}+\lambda_{41}\phi^4+\lambda_{42}\phi^3\phi^*+\lambda_{43}\phi^2\phi^{*2}+\lambda_{44}\phi\phi^{*3}+\lambda_{45}\phi^{*4}$$
I also understand that the Lagrangian has to be real, but this does not eliminate all the terms. The general potential is a real valued function if I impose certain relations between the $\lambda$'s. For example I can set $\lambda_{21}=\lambda_{23}^*$ and then $\lambda_{21}\phi^2+\lambda_{23}\phi^{*2}$ is real...