Primula xingshanensis, a new species of Primula endemic to Hubei Province, China, is described and illustrated. It is morphologically similar to two other species belonging to Primula sect. Auganthus, P. rupestris from West Hubei and South Shaanxi Provinces, and P. sinensis from Guizhou and Sichuan Provinces, but can be easily distinguished from the two by its obovate-spatulate to spatulate and pinnately lobed leaf blade, cuneate leaf base and shorter petioles that are 1.3–4.8 cm long.