An improved label pick-up mechanism to be used in a label applying machine is described herein. The label pick-up mechanism comprises a rotor adapted to be rotationally driven in one direction, a pair of cam members positioned respectively above and under the rotor, a label magazine disposed outside of the circumference of said rotor and provided with a label pick-up opening at its inner end, a plurality of pickers pivotably supported by said rotor in a rockable manner, and means for operating said pickers. The picker operating means is adapted to operate each said picker in such manner that when said picker comes to the position where said label magazine is disposed the picker is struck against a surface of a label waiting at the label pick-up opening at right angles thereto, then said picker is caused to roll along the surface of the label, and after the label has been peeled off the label magazine the picker is caused to retract from the label pick-up opening at right angles thereto, all said operations being achieved under the control of said pair of cam members.