It is mainly found in the mountainous and coastal regions of the Western Cape with a few species spreading into Eastern and Northern Cape. It is commonly found on rocky ridges or flat areas from sea level to 2 200 m.

Most species are pioneers on disturbed soil such as roadsides. They are also one of the more prominent species to germinate after a fire. They can be dominant in a burnt area for up to three years after which they may be replaced by more vigorous shrubs.

Leaves are small, often ericoid and twisted and characterized by a woolly-hairy upper surface, a character that is unique to Stoebe and a group of related genera. This characteristic can be used to distinguish this group from species of Helichrysum which are very similar vegetatively. The leaves of Helichrysum are hairy all over or on the lower surface only.

There are no showy ray flowers and the white or pink disc flowers are very small. The florets are, however, aggregated into globose or spike-like inflorescences that can be very showy en masse.

Flower heads are 1-flowered, the florets white or pink, with 5 well-developed, spreading lobes protruding from the involucral bracts. The flower heads are aggregated into round or spike-like inflorescences at the end of branches.