The surprising discovery of a population of a new species of Antirrhineae (Plantaginaceae) has also given rise to the description of a new genus situated in the subtribe Maurandyinae: Gadoria falukei. This is supported by the characteristics of the flower, pollen grains, seeds and capsule, and phylogenetic results based on DNA sequences. The species is endemic from Sierra de Gádor, Almería, Spain. Scanning electron microscopy was used to explore micromorphology of the capsule, indument, and seed and pollen grains ornamentation. Additionally, chromosomal number, preliminary insights on reproductive biology, phylogenetic position within Antirrhineae, ecological data and conservation status of the new species are provided.