Along its wide distribution Eriocephalus africanus is very variable, especially when comparing plants growing in the salty air along the coast with those growing under much drier conditions inland. In general, they all form bushy evergreen shrubs up to 1 metre with a silvery, grey appearance.

Looking at the leaves that are arranged in tufts along the branches, it is easy to see a number of features that help the plant to survive with little water. Special features include the grey leaf colour which reflects sunlight and thereby reduces leaf temperature. The minute, silvery hairs covering the leaves trap moisture and thus reduce transpiration. The small, needle-shaped leaves are another adaptation that limits water loss. The aromatic oils are also thought to help reduce water loss. Shrubs growing on the coast have succulent leaves, whereas those growing away from the coast have thinner, less succulent leaves.

Flowering times vary, but the best displays are in winter when the whole shrub is covered in small, white flowers. Typical of the family Asteraceae, the flowers are a composition of 2-3 showy white ray florets on the outside and purple disc florets in the centre.

On warm days many bees are attracted to the flowers, seeking their small amounts of nectar. Soon after flowering, fruits are formed that are covered in long, white hairs. These attractive, fluffy seed heads look like cotton wool or snow, which gave Eriocephalus the common name kapokbos in Afrikaans. (Kapok refers to snow).