Hoodia is a genus in the plant family Apocynaceae, in the part of the family previously treated as a separate family Asclepiadaceae. They are stem succulents that can reach up to 1 m high and present exuberant flowers, often with flesh colour and strong smell. Hoodias are protected plants, typical of the Namib Desert, ranging from Central Namibia to southern Angola, especially in plains and rocky areas. Common names include "Bushmans Hat" and "Queen of the Namib".