A combined study was carried out on the micromorphology and chemistry of glandular trichomes with focus on Primula vialii and P. vulgaris, respectively. Epifluorescence microscopy was applied to study the auto-fluorescent properties of flavonoids and their localization in glandular trichomes. Both species differed in the morphology of the glandular trichomes and in the exudate flavonoid composition. Leaf glands from P. vialii and from some species of subgen. Primula exhibited uniform glandular fluorescence, but notable differentiation was observed within a single leaf of P. vulgaris. Our observations indicate that exudate flavonoids are not transported from the tissue to the glandular hairs. Conversely, only the newly isolated glycoside 1 (kaempferol 3-O-(2"'-rhamnosyl)-robinobioside) was obtained from leaf tissue of P. vialii after removal of the exudate. Its structure was confirmed by NMR and mass spectrometry. This glycoside was not detected in tissue extracts of P. vulgaris after similar treatment. The observed chemical diversity is discussed, with focus on possible correlation with glandular structures and tissue differentiation in Primula, and also against other studied species. Aspects of biosynthesis in relation to tissue-specific flavonoid diversification are shortly addressed.