Dyson, the British engineering company known for reinventing vacuums, has entered oral care with a toothbrush that flosses automatically. The device, called the CameraJet, scans the mouth 28 times per second and fires tiny bursts of mouthwash into the tight spaces where plaque can settle, all while the user brushes normally. The process is so subtle that it feels like regular brushing, according to the company.
The development was driven by a simple observation: most people do not floss. Surveys cited by Dyson indicate that 59% of Americans do not floss daily, and 20% do not floss at all, despite recommendations from the American Dental Association. The company's engineers set out to solve what they saw as a behavioral problem as much as an engineering one. “The toothbrush started by trying to solve ill-compliance in flossing,” said Niamh Turney, a Dyson engineer who spent several years developing the device. “We looked at whether you could floss without floss.”
The team realized that integrating flossing into an existing routine, rather than asking people to add a separate step, could improve compliance. “This was really about trying to integrate flossing into the toothbrushing routine, rather than trying to optimize a part of the routine that people aren’t engaging with,” Turney explained. The result is a toothbrush that incorporates a miniature camera and a jet system, trained on nearly half a million dental images to identify gaps between teeth in real time and spray mouthwash only into those spaces.
This approach also solved a practical problem with existing water flossers, which typically require a large countertop tank and can be messy. The CameraJet holds just 12.5 milliliters of mouthwash, because it targets the spray precisely rather than flooding the mouth. “It happens so quickly—it immediately triggers the jet while you’re brushing,” Turney said.
Dyson also redesigned the brush head itself. The company says conventional sonic toothbrushes lose effectiveness when pressed against teeth, because the vibration is dampened. The CameraJet instead varies the oscillation angle of the brush, keeping the bristles in motion throughout brushing. To refine the system, Dyson partnered with researchers at the National University of Singapore to grow synthetic plaque that mimics real plaque, then tested hundreds of brush head and jet designs to eliminate it.
The toothbrush is a notable expansion for Dyson, which has already moved beyond vacuums into beauty technology. The Supersonic hair dryer, launched a decade ago, became a major success and helped build a beauty business that now includes the Airwrap styling system and straighteners. These categories have contributed to Dyson's growth; the privately held company reported $8.3 billion in revenue in 2025 and invested more than $540 million in research and development.
Turney argues that consumers no longer see Dyson as just a vacuum company. “It’s focusing on solving problems and bringing innovative products to market that increase utility, efficacy, or simply are more enjoyable to use,” she said. The CameraJet, priced at $499, is positioned as a premium product, and users will be encouraged to refill it with Dyson's own low-foaming mouthwash, which improves the camera's ability to detect gaps. Other mouthwash brands can be used, but they may not work as effectively.
The key question is whether consumers will pay the premium. Dyson's hair dryers and styling tools have proven that people will spend hundreds of dollars on high-tech personal care devices, and the company has helped raise industry standards, with competitors like L’Oréal releasing similarly expensive products. Whether the CameraJet can convince reluctant flossers to change their habits remains to be seen, but Dyson is betting that convenience and technology can overcome a deeply ingrained aversion.