Measuring and searching for new physics connected to the Higgs potential is of the utmost concern. The Higgs self-coupling, which determines the shape of the Higgs potential, is still unmeasured despite the strong implications this has for the Universe. In this talk I will discuss searches for new physics through Effective Field Theories and direct searches that are connected to the Higgs potential. I will focus on the searches performed by the ATLAS Collaboration with two photons and two b-jets in the final state, which is one of the most sensitive channels.