Succulents are a significant emergent illegal wildlife trade market – an issue that has been covered by the Financial Times. Since 2019, more than one million illegally harvested succulents representing 650 different species have been seized during their transit through southern Africa. Despite trade in succulents being increasingly regulated, trafficking continues to be driven by growing demand for them as ornamental plants, particularly in Asia. This has threatened biodiversity in regions such as the Succulent Karoo biome, an area covering zones in South Africa and Namibia where more than 6,000 succulent species are found, with 40% unique to the region. In recognition of the critical biological importance of this region, the Critical Ecosystem Partnership Fund (supported by national and international government bodies) has developed an investment strategy for the Succulent Karoo biome, aiming to ensure sustainable use of the area.