Published: 10:30 BST, 1 September 2026 | Updated: 18:20 BST, 1 September 2026
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Can you put a price tag on a perfect smile? Well, Dyson has given it a shot with its latest invention – an AI-powered toothbrush that costs a jaw-dropping £420.
While the British firm is best known for its high-end vacuum cleaners, it has increasingly been branching out into personal care products, launching hair dryers, hair straighteners, handheld fans and air purifiers.
The Dyson CameraJet is the latest move into the market. It is described as an 'entirely new way to clean your teeth' which aims to tackle teeth cleaning and flossing in one device. To do this, it features a revolutionary built-in camera that uses AI to spot tiny gaps between your teeth.
Once a gap has been identified, a precision jet of mouth rinse is triggered, with Dyson claiming this helps to clean the hard-to-reach spots across your entire mouth, in a similar way to flossing.
According to the firm the toothbrush, which has taken six years to develop, removes up to 69 per cent more plaque than market-leading premium electric toothbrushes.
Sir James Dyson, the company's founder and chief engineer, said: 'Our research has shown that people consistently miss the areas where plaque forms: the gaps between teeth. We wanted to solve three fundamental problems: how to see those gaps, remove plaque and how to improve cleaning performance while brushing.
'By combining a camera, machine learning, precision fluid dynamics, advanced brushing technologies, connectivity and wifi, Dyson CameraJet introduces an entirely new way to keep your mouth healthy.'
While some may baulk at paying £420 for a toothbrush (not to mention the £25 for two replacement heads and £8.49 for Dyson's own non-foaming toothpaste and mouth rinse), it isn't the first time the firm has raised eyebrows with its pricing, coming after the launch of its £820 headphones with a strange air purification system.
To make flossing easier, Dyson decided to incorporate both a camera and a water jet into its toothbrush
To make flossing easier, Dyson decided to incorporate both a camera and a water jet into its toothbrush
Once a gap has been identified, a precision jet of mouth rinse is then triggered, helping to clean the hard–to–reach spots
While most dentists recommend flossing your teeth on a daily basis, research has shown that only 10 per cent of Britons do this in practice.
To make flossing easier, Dyson decided to create its own toothbrush – a process that took 661 engineers six years to complete,
