A wound dressing applicator (10) for applying hydrocolloid dressings, compositions for tissue regeneration and the like to a patient's skin. Known wound dressing applicators do not effectively protect against contamination of the wound dressing and/or can be fiddly and difficult to operate and be rendered unusable by unwanted premature separation of the various layers of material adhered to one another. The present applicator comprises a rigid body (20) having a rigid body enclosure (30) for receiving a wound dressing, and an ejector (40) for ejecting the wound dressing from the rigid body enclosure and onto a patient's wound. This enables effective and aseptic handling of a wound dressing and application of the wound dressing onto a patient's wound.