The flowers of Gnidia polycephala grow in terminal clusters, surrounded by broad and hard to papery, brown bracts. The flower has a 1,4 cm narrow tube that opens widely into five narrow, oblong petal lobes. These lobes have margins that curve under and have variable, notched or squared tips. Yellow anthers protrude slightly from the corolla mouth. Flower colour is deep yellow or golden, sometimes orange. The outside of the corolla tube is hairy, the broad base of the ovary more so, it being covered in long, silvery hairs.
One seed is borne in the single-chambered fruit. Flowers may arrive in winter and spring, but the name of januariebos (January bush) was earned for prolific summer flowering, often during times of drought when the competition is flowerless (Shearing and Van Heerden, 2008; Gledhill, 1981; Vahrmeijer, 1981; iSpot).