A tire dressing applicator which reduces wear on the applicator elements comprising a plurality of foam rollers having broad outer circumferential surfaces mounted in parallel coaxial adjacent relationship on a support shaft adjacent a path of tire travel. Tire dressing is dispensed onto the outer circumferential surfaces on demand and an actuator is provided for incrementally rotating the shaft and the rollers in unison therewith as necessary. However, a frictional engagement between the rollers and the shaft permits individual rotation of the rollers relative to the shaft during engagement with a tire sidewall.