An applicator (2) for use in applying labels adhered to a release liner (8), the labels (24) being in the form of a roll (6). The applicator (2) comprises a body (4) having a trigger (10) and a roll holder (11) for supporting the rolled release liner, an indexer (30) for positioning labels (24) of varying pitch in the applicator (2) and stripping labels from the release liner (8), and applicator assembly (2) for applying the labels positioned by the indexer (30), and a friction drive (32) responsive to the trigger (10) for advancing the release liner (8) through the applicator assembly (2). The applicator (2) includes a label holder (50) which holds the label (24) after the label (24) is completely stripped from the release liner (8), the label holder (50) is positioned so the label (24) protrudes from the body (4).