Helichrysum setosum is a strongly aromatic perennial herb. It branches from the base, growing up to 1 m tall, although on the Magaliesberg 40 cm is closer to the norm.
The oblong to elliptic or broadly lanceolate leaves may be quite woolly. They are covered in glands and are sticky to the touch. The inner row of involucral bracts, one of several rows, rises above the flowerhead disc (http://keys.lucidcentral.org).