Pericallis cruenta

A perennial herbaceous plant up to 80 cm tall with tuberous roots. Its leaves are simple; the basal leaves have long petioles, are orbicular to ovate-cordate, with incised-dentate margins, green tomentose on the upper surface and purple hairs on the lower surface; the cauline leaves have an auriculate base (almost amplexicaul). The flowers are in heads, with pinkish-purple ray florets and more intensely colored disc florets. The fruits are equipped with pappus for wind dispersal. It is endemic to the Canary Islands.