An applying device includes an applying member and a contact member. The applying member applies voltage to an image bearing member and has an elastic layer and an endless surface layer. The elastic layer is disposed facing the image bearing member, is rotatable about a rotation axis, and is composed of a foam material. The surface layer surrounds an outer periphery of the elastic layer, is supported by the elastic layer in a non-bonded state, and is rotatable together therewith. The contact member comes into contact with the surface layer at an upstream side, in a rotational direction of the applying member, relative to an imaginary line segment connecting a rotation axis of the image bearing member and the rotation axis of the applying member, so as to apply tension to the surface layer at a contact position between the image bearing member and the applying member.