Looks like an Echium. Maybe E fastuosum. Not a shrub but a biennial which sometimes persists for several seasons and will self sow when it is happy.

It is definitely an Echium and candicans (syn: fastuosum) is a good guess. tomat0 in your zone 10a they likely are perennial although they are very frost sensitive so if you do get a freeze they will go. Here they self-sow readily and although I lost mine (and I was not sorry to see them go for an assortment of reasons, most related to their non-durability) in a hard freeze some years ago, the seedlings persist to this day. They are striking plants.

Little is known about the biology or invasiveness of pride-of- Madeira, but it appears to spread slowly into established native plant communities

Here is a link that might be useful: Cal-IPC: Echium candicans