What is Echinacea? Echinacea (Echinacea purpurea) is a timeless herb in the daisy family that is native to North America recognized by its beautiful pink flower leaves. It flourishes in moist to dry prairies and open wooded areas. Echinacea contain an impressive variety of naturally-occurring antioxidants and other beneficial plant properties. It has become a popular ingredient in various herbal supplements.