The article presents the results of three-year research on the competitive testing of the modern nomenclature of hybrids of a crop new to domestic field agrocenoses - a "niche" crop - ornamental sunflower (Helianthus multiflorous) as a source of phytoraw material for pharmaceutical purposes. Prospects are outlined for reorienting the vector of modern domestic sunflower production from the traditional oilseed direction to the pharmaceutical one, which will make it possible to significantly reduce the saturation of domestic crop rotations with this crop, improve their ecological condition while simultaneously preserving the economic indicators of management. An assessment was made of the complex of phenological traits of the crop hybrids - the duration of the "sowing-emergence" interphase period, the duration of active flowering of inflorescences, and the total duration of the growing season of the experimental variants, as well as the plant height parameter. The plant survival coefficient during the growing season was studied as a criterion for the correspondence of the experimental variants to the ecological conditions of the growing zone; intermediate and final coefficients and indices of complex ecological tolerance, stability, and plasticity were calculated; and the most ecologically adapted and promising ornamental sunflower hybrids for cultivation under non-irrigated conditions of the Southern Steppe of Ukraine were outlined. An analysis of the elements of yield structure and the architecture of the generative part of plants was carried out in order to establish the best variants according to the criteria of multi-floweredness, yield of conditioned inflorescences, their size, and the productivity of one inflorescence and one plant. The yield of conditioned phytoraw material of ornamental sunflower (petals of male flowers in air-dry mass) was recorded, and the most productive hybrids over the study years were identified. The obtained phytoraw material was subjected to laboratory investigation for the content of the most important biologically active compounds that determine the pharmaceutical properties of ornamental sunflower phytoraw material: tocopherol (vitamin E), provitamin A (β-carotene), choline (vitamin B4), and lecithin.