Ocimum labiatum is a very popular garden plant as it is hardy to a moderate degree of frost and extreme drought, once established. It is prized for its showy display of pink-mauve, sage-like flowers which are carried on the shrub for a large part of the year, mainly through the summer months. It should be planted in full sun for best flowering, but will grow equally well in semi-shade. Although it is drought hardy and will grow under extreme conditions, it thrives when planted in rich, deep, composted garden soil and kept well watered.

The plant may be cut back to one-third of its height every couple of years to rejuvenate the woody growth. This should be done before the onset of its summer growing season and followed by a thick dressing of compost which can either be worked into the soil around the bush or left as a thick organic mulch. This is also a good time to apply a balanced fertilizer followed by a good deep soaking of water.

The plant can easily be propagated from seed or cuttings. However, the seedlings are so fast-growing that propagation from cuttings is rarely necessary. Sow seed in spring in fine potting mix and cover very lightly. Keep the trays in a semi-shaded position until they have germinated, which may take from two to four weeks. Transplant the seedlings into individual containers when they are large enough to handle.