A powder-rubbing apparatus comprises: a rotatable rubbing roll having a rotational axis; a substrate path; an oscillating mechanism for oscillating the rotatable rubbing roll along the rotational axis; and a powder coating die comprising an inlet port in fluid communication with an outlet port disposed adjacent to the substrate path. The substrate frictionally contacts the rotatable rubbing roll within a rubbing zone. A dispenser for dispensing gas-borne powder is in fluid communication with the inlet port of the powder coating die. The dispenser is aligned such that at least a portion of a gas-borne powder dispensed from the powder coating die is deposited directly onto at least one of the rotatable rubbing roll or the substrate and conveyed into the rubbing zone. A method of using the powder-rubbing apparatus and a powder-rubbed web preparable thereby are also disclosed.