There’s a reason Helichrysum has earned names like “everlasting,” “strawflower,” and “golden immortelle.” Across Africa, Eurasia, Madagascar, and even parts of Australia, this remarkable genus has adapted into an astonishing range of forms – from compact alpine cushions on windswept peaks to sprawling coastal pioneers on dunes, and tall, aromatic shrubs rising through savanna grassland. Many species seem almost sculpted for harshness: felted leaves that reflect heat, resinous scent glands that reduce water loss, and papery bracts that hold their colour long after flowering.

In southern Africa especially, Helichrysum becomes a signature of wild landscapes. Some species carpet high Drakensberg slopes like silver mats; others form tidy, upright tufts in montane grassland; and some are so specialised that they cling to cliff faces or root into shallow pockets of stony soil. The flowers, often arranged in tight button-clusters or open daisy-like heads, glow in tones of yellow, cream, white, pink, copper, red, and rose – and in many species the “petals” are actually brilliantly coloured bracts that preserve their beauty even when dried.

Beyond their ornamental appeal, Helichrysum carries deep cultural importance. Many species are traditionally used for fragrance, medicinal preparations, ceremonial burning, and as protective plants. For modern growers, they offer the irresistible combination of wild provenance, drought resilience, and striking textures – a true collector’s genus, equally suited to naturalistic gardens, rockeries, alpine troughs and habitat restoration planting.

Helichrysum longifolium

For big impact with minimal fuss, Helichrysum longifolium is a star: tall, bright, and unmistakably “everlasting,” with glossy yellow bracts that look freshly polished even in harsh sun. It’s a natural fit for waterwise landscapes, grassland gardens, and anyone who wants cut-and-dry “strawflower” heads from a perennial plant rather than an annual mix.

This South African indigenous perennial sends up several erect stems from a woody stock, with long rosetted leaves that are greener above and strikingly white-felted below – an attractive bicolour effect even when not in bloom. Heads are large and carried in an open (sometimes initially congested) panicle, with radiating glossy bright yellow bracts and yellow florets. Flowering can run from winter to late summer (July to February), mainly peaking in November to January.

Its range extends from southern Mozambique through KwaZulu-Natal and the Transkei to around East London in the Eastern Cape, typically in sandy grassland from near sea level up to about 900 m. Grow it in full sun with well-drained soil and moderate summer moisture; once established it is impressively tolerant, and it is assessed as Least Concern in South Africa.