It is a small, erect, compact shrub with many branches, densely hairy new growth, triangular to heart-shaped leaves, and salmon pink flowers.

The lower surface of the leaves is densely covered with star-shaped hairs with a dark brown centre, giving it a scaly appearance.

[2][3][4][5] Guichenotia apetala was first formally described in 1967 by Alex George and the description was published in the Journal of the Royal Society of Western Australia from specimens collected by Ted Aplin on Mount Desmond near Ravensthorpe in 1963.

[2][3] This species of guichenotia grows open mallee scrubland, and is only known from Mount Desmond in the Esperance Plains bioregion of south-western Western Australia.

[2][3][4] Guichenotia apetala is listed as "Priority One" by the Government of Western Australia Department of Biodiversity, Conservation and Attractions,[4] meaning that it is known from only one or a few locations that are potentially at risk.