Subject matter described in this disclosure relates to a label applicator for varied surfaces. In some instances, the label applicator may include one or more elements that may adjust to individual package properties and may adjust from one package to the next. For example, in one aspect the label applicator may include a label-retaining surface that is nonlinear. In other examples, the label applicator may include a force attenuator that dampens compressive forces between the label applicator and the package. In a further example, the label applicator may include an articulating joint that permits pivotable adjustment when a label applicator contacts a package. In yet another example, the label applicator may include a magnetic coupling attaching the label applicator to an actuator to provide a breakaway and reattachment mechanism.