Helichrysum petiolare is a straggling herbaceous shrub covered in very numerous aromatic, white woolly leaves. It has become popular horticulturally, maybe enough to offset losses in traditional medicine, and as impromptu bedding for al fresco sleeping, presumably mostly done in olden times.
The plant bears small, cream-coloured flowerheads in large flattish clusters at branch tips on long peduncles above the leaves. Blooming happens late in spring to after midsummer (Vlok and Schutte-Vlok, 2015; Manning, 2009; Bond and Goldblatt, 1984; iNaturalist).