Erect herb, somewhat woody, 1–2 m tall; stems few-branched, thickly white-tomentose.. Leaves sessile; blade ovate-lanceolate, 6–13 cm long, 2–3.5 cm wide, rounded-cuneate into a short petioloid basally slightly expanded shortly sheathing base, serrulate, acute, apiculate, rugose-bullate, green and glabrescent above, persistently araneose-tomentose beneath, 18–22-veined.. Capitula terminal, 1–4 on rather long stalks; involucre obconic to broadly campanulate, 20–25 mm long; phyllaries ± 45, 5–6-seriate, rather rigid, outer ovate, median oblong, innermost narrowly oblong or lanceolate-oblong, all apically narrowed and ± obtuse, glabrous, the outer with a dark central line, the inner with ± crenate pink-margined apices, the longest 18–21 mm long.. Florets ± 60; corolla carmine red, 18.5–21 mm long, lobes oblong-lanceolate, 4.5–5 mm long.. Achenes ± 9.5 mm long, strongly 5-ribbed, ascending-pilose; pappus pale stramineous, 11.5–14 mm long.