Dyson has unveiled a new product, the CameraJet, a smart toothbrush priced at $699, during a launch event in Paris on September 1, 2026. The Singapore-headquartered engineering company, founded by James Dyson, introduced the device as part of its ongoing efforts to apply advanced technology and design innovation to everyday personal care products.
The CameraJet features a 0.1-megapixel macro lens camera paired with artificial intelligence algorithms designed to identify and target gaps between teeth. This system directs a water or mouth rinse jet that flosses while the user brushes, addressing the challenge of effectively cleaning interdental spaces. James Dyson, who began flossing late in life and experienced difficulties with traditional methods, said the product aims to improve hygiene by ensuring all gaps are reached, something previous models managed to achieve only partially during development.
Dyson’s approach to innovation was highlighted by James Dyson’s pragmatic stance on product success. He emphasized that launches are driven by the company’s desire to solve specific problems through engineering, with market acceptance being an outcome rather than a foregone conclusion. He noted the importance of ensuring the toothbrush reached full effectiveness before release.
This new product marks a continuation of Dyson’s pivot into personal care beyond its traditional lineup, which includes vacuum cleaners and the well-known Supersonic hairdryer. The company has also launched the Airsmooth hot air brush and the Corrale CoolShine hair straightener, products that incorporate technology previously developed for hairdryers. For instance, the CoolShine straightener uses copper heat-extracting pads with water droplets to cool hair during styling, promising reduced heat damage and increased shine.
Jake Dyson, James Dyson’s son and the company’s chief engineer, plays a significant role in this expansion into diverse product categories. He emphasized the “roll-on effect” of applying engineering insights across different personal care tools and discussed the potential for the CameraJet to develop further through integration with dental professionals. Data collected by the toothbrush could potentially be shared remotely with dentists, creating new avenues for oral health monitoring. Jake also spoke about artificial intelligence and vision systems as core technologies that could extend beyond the toothbrush to future Dyson products.
Jake Dyson highlighted recent cultural shifts within the company, aiming to reintroduce energy, personality, and creativity into branding and product presentation, which he noted had been diminished in favor of technical engineering displays in previous years. This renewed focus reflects a desire to balance technical innovation with consumer engagement.
Despite Jake’s growing leadership role and being seen as the likely successor to his father, James Dyson remains deeply involved in daily operations and product development. Rich Bacon, head of new product development at Dyson, described James as an active participant and “probably our No. 1 test user” of the CameraJet. James Dyson confirmed his satisfaction with the toothbrush, sharing that regular dental visits since using the device found no plaque to remove, only requiring polishing.
The CameraJet and Airsmooth hot air brush are currently available at Dyson stores and online, while the Corrale CoolShine straightener will launch on September 22. Dyson is also hosting a pop-up event in Singapore to demonstrate the CameraJet, highlighting its engineering features and potential impact on oral care.