Dyson's New CameraJet Toothbrush: What It Does
Dyson, known for its bladeless fans and bagless vacuums, has launched its first toothbrush: the Dyson CameraJet. The product arrives after six years of development, according to the company and as reported by The Telegraph. The CameraJet is the first toothbrush with a camera and a jet, combining Brushing with technology designed to identify and clean the gaps between teeth, a part of the oral care routine that consumers often skip, Vogue reports.
The toothbrush uses an integrated macro lens camera to detect gaps between teeth while polishing, and shoots mouthwash into those gaps. According to The Telegraph, the camera feed can be viewed live via Bluetooth or Wi-Fi through the MyDyson app, allowing users to watch their brushing technique in real-time.
Data and imagery from the camera are processed by Dyson's proprietary Gap Optical Topi algorithm, which powers the jet to spray water or mouthrinse into interdental gaps. The device has a 100,000-pixel (0.1 megapixel) macro lens camera. Dyson says that no images are recorded or stored either on the device or in the cloud.
The CameraJet has both Bluetooth and Wi-Fi connectivity at 2.4GHz, enabling live viewing through the MyDyson smart app. The toothbrush's 12.5ml tank can be refilled automatically while the toothbrush charges in its docking station. The device can also be charged via USB-C cable, though the docking station's size is a visible flaw, according to The Telegraph's review. The CameraJet uses a conical jet, which the brand claims is gentler on the gums and provides wider coverage, and is more effective at removing plaque than needle-type jets.
Dyson's engineers partnered with the National University of Singapore's Faculty of Dentistry to develop a proxy plaque for testing. Much of the development happened in Singapore at its St James Power Station headquarters, with about 300 of the 661 engineers who worked on the product based there. Forty-three Singapore-based inventors are named on 25 of the 38 patents filed for the CameraJet.
The device is available for purchase in Singapore via Dyson's official website, having been unveiled in Paris on September 1 by James Dyson, founders of the company. Dyson says the device is the result of six years of research, development and engineering, challenging every aspect of conventional oral care.
A Dentist's Perspective
Dr. Tilly Houston, a dentist and expert in electric toothbrushes, shared her initial views with The Telegraph after seeing the device. She praised the live camera feedback as a standout feature, calling it a potential game-changer in helping people improve their brushing technique. However, she expressed concern about Dyson's recommendation to use SLS-free toothpaste, noting that many people do not currently use it. SLS, or sodium lauryl sulfate, is a common ingredient in toothpaste that creates the foamy texture, but some people avoid it due to sensitivity.
Dr. Houston also had reservations about the use of mouthwash at the same time as brushing, calling it "usually a big no no from the dental profession." She emphasized that large-scale, independent scientific research is needed to truly assess the impact of the Dyson toothbrush.
The Bigger Picture: A Luxury Shift in Oral Care
The launch comes as oral care is attracting prestige and luxury players. Vogue reports that Dyson is entering the category just as the oral care space is seeing a "luxury playbook" transformation, with brands borrowing from beauty and herbs. The global oral care market is estimated at around $37.8 billion in 2024 and a forecast to reach $54.1 billion by 2030, according to Vogue. That report also cites the World Health Organization's 2025 Global Oral Health Status Report, which estimates that nearly 3.7 billion people globally are affected by oral diseases.
Dr. Tilly Houston, the oral care market, the average person brushes for just 45 seconds, according to a Dyson company's study, and nine in 10 people do not floss as regularly as recommended.
What's Next in Oral Care
Several other brands are also capitalizing on the oral care repositioning, as reported by Vogue. Köppen is a brand launched by siblings Parag and Priya Shah in spring 2026, and it is now stocked at Revolve and FWRD. The same article mentions Flaus, which has turned traditional floss into a rechargeable electric flosser. Bastét's French Mint Toothpaste contains 10% nano-hydroxyapatite, a mineral that can help reconstruct enamel.
Mouth Loob is launching this fall with a hyaluronic acid-powered, alcohol-free formula that runs at a pH that is balanced. Orist is used at early 2027 launch under the tagline "It's an oral fixation." Selahatin collaborated with Rick Owens on a four-piece collection last year and is available at retailers including Holt Renfrew, Selfridges, Dover Street Market, Luisa Via Roma, Printemps New York and FWRD.
Fraîche is launching with a microbiome-friendly breath spray, while Goop's offering is limited to mouth tape, according to Vogue.
Trudy Arnold, head of beauty and home at Revolve and FWRD, told Vogue that the retailers began noticing the shift in 2024, seeing this as a welcome change. As the luxury playbook is applied to oral care, consumers may have more high-tech and indulgent options at the dentist, and at the sink, soon.
This article is based on reporting from Vogue and The