Hoodia /ˈhʊdiːə/ is a genus of flowering plants in the family Apocynaceae, under the subfamily Asclepiadoideae, native to Southern Africa. They are stem succulents, described as "cactiform" because of their remarkable similarity to the unrelated cactus family. They can reach up to 1 m high and have large flowers, often with a tan colour and strong smell. The group was first described as a genus in 1844. The genus became internationally known and threatened by collectors, after a marketing campaign falsely claiming that it was an appetite suppressant for weight loss.