White-woolly shrublet to 1m. Leaves often twisted, narrow, 2-18mm long, in tufts; several small flowerheads with 3-4 pink florets, grouped into larger dense, terminal clusters; bracts erect, inner petaloid.

Latin: rubeus, red: referring to the deep pink flowers. Greek: lasios, shaggy, woolly: referring to the shaggy, woolly leaves of this genus.