Dyson, the appliance manufacturer known for innovations in vacuums and fans, has entered the oral hygiene market with an advanced toothbrush priced at £420. The device was unveiled at an event in Paris on Tuesday by company founder James Dyson. The toothbrush incorporates a “100k pixel macro lens camera” that functions as a high-quality endoscope, allowing users to view live cleaning footage through the MyDyson app and receive feedback on their brushing technique.
The development of the toothbrush required six years of research and engineering input from 661 specialists. The team invested more than a decade studying oral care habits and plaque formation patterns. In developing the product, engineers created a “proxy plaque” to accurately test plaque removal effectiveness. According to Dyson, the device combines camera technology, machine learning, fluid dynamics, and advanced brushing mechanisms to address common cleaning gaps, particularly between teeth.
The toothbrush features an integrated jet system that releases mouth rinse when the camera detects gaps between teeth, while the brush head cleans along the gum line and removes surface stains. The manufacturer claims the toothbrush removes up to 72 percent more plaque than competing electric toothbrush models. The system operates with specially formulated non-foaming toothpaste and mouth rinse, each priced at £8.50, to prevent obscuring the camera lens.
Dyson is entering an established market with multiple competing smart toothbrush options available from various manufacturers at comparable price points. The British Dental Association has cautioned consumers that expensive devices do not replace fundamental oral hygiene practices. Eddie Crouch, the association’s chair, advised that patients should follow dentist recommendations for twice-daily brushing and not assume advanced technology can substitute for proper dental routines.
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