Senecio is a genus of the daisy family (Asteraceae) that includes ragworts and groundsels. The flower heads are normally rayed, completely yellow, and the heads are borne in branched clusters. Senecio is one of the largest genera of flowering plants, and despite the separation of many species into other genera it still contains over 1000 species of varied form, including leaf, stem and tuber succulents, annuals, perennials, aquatics, climbers, shrubs and small trees. Some species produce natural biocides (especially alkaloids) to deter or even kill animals that would eat them.

During spring this mauve annual daisy flowers in abundance along the west and south coast of the Cape. Flowering occurs sporadically throughout the year. The plants vary considerably in height and flower colour, even those growing in close proximity. The leaves are soft and curly, sometimes almost succulent. The flowers grouped together at the top of the stem make a beautiful display when flowering in mass, with colours varying from white to dark mauve and bright pink. The centres of the daisies are bright yellow, full with pollen and nectar which attracts bees and beetles. Once pollinated the flower heads turn into fluffy white balls, ready for the wind to disperse the seeds. Flowers are pollinated by bees and beetles and the seed is wind dispersed. The seed is a favourite of Cape Canaries.

It is a perfect addition to borders, pockets in the rock garden, coastal gardens and containers.

In the Eastern Cape the Xhosa people gather and cook the leaves as a vegetable and serve it with mealie meal. An infusion of roots is prepared to treat kidney pains. Parts of the stem are held in the mouth for a while and the saliva swallowed to provide relief against asthma.

Senecio elegans is sometimes confused with Senecio glastifolius, a taller perennial species with rougher leaves and larger daisies, which also makes an attractive garden plant.

It is commonly known as Wild Cineraria, Veld Cineraria, Greater Purple Ragwort, Purple Senecio and Purple Groundsel in English, Strandblommetjie in Afrikaans and izuba in isiXhosa.