An assembly (1) for picking up and applying labels (2), which is arranged downstream of a suitable dispenser (3) of labels (2). The assembly (1) comprises at least one grip unit (4) which is provided with at least one pair of rotating levers (5, 6), which have a respective flap (5a, 6a) which can be mutually aligned so as to constitute a grip surface (7) for the labels (2); the surface (7) is provided with means for supporting the labels (2). The grip unit (4) can move from a first configuration for alignment of the grip surface (7) at the output of the dispenser (3) to a second configuration for the alignment of the grip surface (7) with respect to the product (15) onto which the label (2) is to be applied. The levers (5, 6) can rotate with respect to an axis which passes through the product (15) and is perpendicular to the supporting plane of the product (15); the plane is perpendicular to the grip surface (7).