The study mapped the spread of the invasive non-native shrub, Hippophae rhamnoides, on a coastal dune system in South Wales. H. rhamnoides colonies spread across the system, covering around 60.9 ha in 1996 compared to 2.4 ha in 1957. Clearance activities have since decreased the total to around 23 ha. The effects of this expansion on ground flora were assessed through comparison of species assemblages in colonised, never colonised and cleared areas. Dichotomisation presented a number of markedly different communities which correlated to their status of H. rhamnoides invasion. Colonised quadrats were overwhelmingly composed of H. rhamnoides and a few shade-tolerant species such as Galium aperine and Urtica dioica. Cleared quadrats did not support desirable dune grassland species present in never colonised sites, although those which had been cleared for the longest period may be regaining some characteristic species. Clearance work in future needs to concentrate on the complete removal of smaller H. rhamnoides patches whilst also preventing the establishment of Chamerion angustifolium and other ruderal species which in turn inhibit the development of typical dune grassland communities.