Resprouting, evergreen, rhizomatous perennial; an upright plant growing to 80cm. Leaves tufted-woolly at base, stiff, narrow, margins serrate; flowerhead densely woolly and white, containing small mauve to pink honey-scented flowers, flower stalk covered in white woolly hairs; visited by bees and various beetles, often found head down in the flowers, only hind legs visible.  Flowering is strongly stimulated by fire.