Dyson, which started its business with vacuum cleaners and expanded its product lineup to fans, air purifiers, and hair care, is now moving into oral care. It is challenging a market dominated by specialized companies with its first oral care product, which uses a camera to find spaces between teeth and automatically sprays liquid. The company aims to differentiate with automatic interdental cleaning powered by a camera and Machine Learning, but the high price and concerns about video leaks in bathrooms are seen as hurdles to mass adoption.
On the 1st in Paris, France, Dyson unveiled its first electric toothbrush and oral irrigator, the Dyson CameraJet™. It uses Machine Learning trained on more than 470,000 tooth images and a camera to find spaces between teeth and automatically spray liquid at those spots. In step with the global launch, the company began domestic preorders. The suggested retail price is 749,000 won, and it comes in two colors: Ceramic Pink and Ceramic Ultra Blue.
Dyson is seeking differentiation in the oral care market by combining the vision technology and Machine Learning it has used in robot vacuums with fluid dynamics that control liquid movement. Rather than simply merging a toothbrush and irrigator, it lets a camera independently find interdental spaces and determine where to spray. Dyson spent six years developing the CameraJet, with 661 engineers participating and 38 related patents filed. It studied interdental plaque with the National University of Singapore and worked with 30 dental experts worldwide, and the product runs on 16 million lines of programming code.
Chief engineer and founder James Dyson said, "Many people know the importance of flossing but do not practice interdental cleaning because it is bothersome and time-consuming," adding, "After more than 10 years of research into various oral care habits and how bacteria accumulate in the mouth, Dyson engineers confirmed that many people are missing the interdental spaces where plaque forms." He added, "By combining a camera with Machine Learning, fluid dynamics, advanced brushing technology, and Wi-Fi, we offer a new alternative to protect oral health."
◇ A camera trained on 470,000 images finds gaps between teeth… a "jet" fires 0.1 seconds later
The CameraJet includes a 100,000-pixel macro-lens camera and a Gap Optical Targeting system. A Machine Learning algorithm trained on more than 470,000 tooth images analyzes 28 frames per second to determine the position and orientation of spaces between teeth. Once it detects an interdental area, it automatically sprays liquid at the target point in 0.1 seconds.
The camera and light strobe 257 times per second and are designed to be slightly out of phase with the brush head's vibration cycle. This captures teeth when the bristles are not blocking the view. The liquid is sprayed in a wide conical pattern rather than a straight line. Dyson said a cone shape covers interdental areas more broadly and acts more gently on gums and teeth than a thin, straight jet.
The main unit has a 12.5 ml antigravity tank. An internal silicone membrane expands as the liquid decreases to minimize the air layer, allowing consistent spraying whether the product is upright, tilted, or horizontal. The sonic motor operates at 245 times per second, and the brush head vibrates about 1,000 times per second. A dual-structure bristle design and RFID tags provide gumline cleaning and reminders for brush head replacement.
◇ A camera used in the bathroom… blocks video storage and prevents remote activation
The camera is both the core feature of the CameraJet and a potential source of consumer concern. When the product is linked with the MyDyson app on a smartphone, users can access a Live View that shows the inside of the mouth in real time through the toothbrush camera. It also provides brushing and interdental cleaning information, including which areas were cleaned and which were missed.
Because the product for use in the private space of a bathroom includes both a camera and wireless communication, concerns may arise about outside access via Wi-Fi or leaks of real-time video. Dyson said Live View can only be activated by physically pressing a button on the device, making remote activation from outside impossible. The company also said Live View video is transmitted over a separate protected connection rather than home Wi-Fi.
Images and video captured by the camera are not stored on the device, the MyDyson app, or the cloud. While the camera is operating, a white LED on the top of the product lights up so users can confirm whether it is on, which the company said eliminates concerns about video leaks.
◇ Even at 740,000 won, the personalized app supports only one person per device
Whether the product can deliver value commensurate with its price may affect its market foothold. In the MyDyson app, users can check which areas were brushed and which interdental spaces were cleaned. It also offers interdental coverage mapping to show missed spots and personalized feedback based on brushing habits.
Despite the high price, it does not support managing personalized data for multiple family members on a single device. The MyDyson app analyzes brushing data based on one user per CameraJet and does not allow creating or switching among multiple user profiles. In terms of personalized data use, the system is focused on individual usage rather than family sharing. Since some electric toothbrushes on the market allow multiple people to share a main unit by swapping brush heads, its utility for families is relatively lower.
Dyson has emphasized a strategy of continually introducing new products that solve everyday inconveniences through research and development (R&D). Last year it invested more than £400 million (about 740 billion won) in R&D. Announcing last year's annual results, founder James Dyson said, "We are relentlessly focused on inventing products that deliver the best performance," citing AI robot vacuums and new wet-cleaning products as R&D achievements. CEO Hanno Kirner also said, "In 2026 we will launch more products than ever across a wider range of price points," signaling plans to broaden its customer base.