British home appliance company Dyson is entering Korea's oral care market with an electric toothbrush equipped with a camera and artificial intelligence (AI). The company touts that one device can handle both brushing and interdental cleaning, but with a domestic price tag of 749,000 won, the key question is whether consumers will open their wallets.

Dyson Korea held an event on the 10th at Sebitseom in Banpo, Seoul, and unveiled the Dyson CameraJet, which combines an electric toothbrush and an oral irrigator. It is Dyson's first oral care product, launched in the domestic market after its global unveiling on the 1st in Paris.

Dyson Korea unveils the new Camerajet on the 10th. Demonstration of Camerajet in action./Courtesy of Reporter Choi Hyo-jung

The core of the CameraJet is Dyson's Gap Optical Targeting technology. A 100,000‑pixel camera measuring 1 ㎟ captures up to 28 images per second, and AI Machine Learning algorithms detect gaps and directions between teeth. Based on this, it sprays up to 0.15 ㎖ of oral rinse into the interdental spaces. The company said it reduces the hassle of conventional oral irrigators, which require people to manually find gaps and aim the water jet.

The toothbrush features a sonic motor vibrating 245 times per second and a three‑dimensional sonic brush. Dyson said it improves plaque removal compared with ordinary toothbrushes. By integrating brushing, interdental cleaning, and use of oral rinse into a single product, the company focused on simplifying the multi‑step oral care routine.

Dyson's push into oral care is seen as a strategy to expand the application scope of its motor and fluid control technologies accumulated in vacuums, air purifiers, and hair care. Dyson spent six years developing the CameraJet. The company said it focused on the fact that many consumers recognize the need for interdental cleaning but fail to do it consistently because it is cumbersome.

Dyson Camerajet recognizes the spaces between teeth on a dental model and automatically sprays liquid. The device uses a camera to locate gaps between teeth and spray liquid at the target spot./Courtesy of Dyson

The price is the key. The CameraJet's domestic price is 749,000 won. Even compared with typical premium electric toothbrushes or oral irrigators, it is at a higher price point, placing it at the very top of the electric toothbrush market.

In particular, Korea has high accessibility to dental care, and adults 19 and older can receive health insurance coverage once a year for preventive tartar removal. While the CameraJet's everyday interdental care and in‑clinic scaling have different functions and purposes and are not in a direct substitution relationship, a key variable for market expansion will be whether consumers find sufficient incentive to pay an upfront expense approaching 750,000 won for oral care.

Another key question is how much the camera‑ and AI‑based interdental detection technology can actually improve oral care outcomes compared with existing floss, interdental brushes, and oral irrigators. Separate from the enhanced ease of use offered by new technology, consumers must be able to feel enough utility to justify the high price.

Rich Bacon, Dyson's head of new business, said, "Oral care has remained, for decades, a routine of squeezing toothpaste, brushing, and rinsing," and added, "Many people know the importance of using floss, but they do not follow the recommended level because interdental cleaning is bothersome and time‑consuming."

Starting with the CameraJet, Dyson is expanding its business scope from existing home appliances to oral care. Attention is also on whether the technology that allows cameras, sensors, and AI to recognize the usage environment and adjust device operation accordingly will be extended to other product lines.

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