Lasiopetalum rufum is a species of flowering plant in the family Malvaceae and is endemic to the Sydney region of New South Wales.

It is a slender, erect or diffuse shrub with linear leaves and small groups of reddish or pinkish flowers.

The flowers are mostly arranged in groups of two or three on a short peduncle with bracteoles more tha 2 mm (0.079 in) long under the sepals.

The petal-like sepals are mostly 4–5 mm (0.16–0.20 in) long, pinkish or reddish and hairy on both sides.

Flowering occurs in spring, and the fruit is a woolly-hairy capsule 3–5 mm (0.12–0.20 in) im diameter.