Dyson has entered South Korea’s oral care market with CameraJet, an AI-powered toothbrush that uses a built-in camera and targeted liquid jet to combine brushing and interdental cleaning in one device.
The British appliance-maker unveiled CameraJet in Seoul on Thursday, presenting it as a solution for cleaning gaps between teeth that conventional toothbrushes struggle to reach.
“To properly clean between teeth, you first need to precisely detect the gaps,” Rich Bacon, Dyson’s head of new category, said at the launch. “It is important for the bristles to move effectively along the uneven contours of teeth, even when pressure is applied.”
At the heart of CameraJet is Dyson’s gap optical targeting system, which uses imaging and artificial intelligence to locate interdental spaces as users brush.
A 1-millimeter-by-1-millimeter macro camera and dedicated lighting system capture images inside the mouth. A machine-learning algorithm analyzes those images, identifies gaps between teeth and directs a liquid jet toward the targeted area.
Dyson said the algorithm was trained using nearly 500,000 dental images, enabling it to detect spaces that users may struggle to see during ordinary brushing.
Once a gap is identified, the device releases a cone-shaped jet designed to remove plaque from between teeth while remaining gentle on the gums. The camera-guided system eliminates the need for users to locate each interdental space manually, according to the company.
CameraJet also features a sonic brushing system with contoured bristles that follow the shape of the teeth. Its brush head combines multiple bristle structures to clean tooth surfaces and along the gum line.
Bacon said Dyson’s move into oral care reflects its broader strategy of using engineering to address everyday consumer problems.
“Dyson is a company that solves problems through engineering,” he said. “Rather than limiting ourselves to a specific business area, we focus on the inconveniences consumers experience in their daily lives and solve them through Dyson’s technology and approach.”
CameraJet connects to the MyDyson app, where users can view live images from the built-in camera while brushing. The app also provides information on brushing coverage, cleaning insights and guidance based on individual brushing patterns.
Addressing potential privacy concerns, Dyson said the camera operates only when users activate the live-view function or the automatic jet. Images captured during use are neither stored on the device nor uploaded to the cloud.
The launch marks Dyson’s first entry into Korea’s oral care category, extending its portfolio beyond home appliances and personal care products.
CameraJet is available in ceramic pink and ceramic ultra blue through Dyson’s Korean website and other online channels. It is priced at 749,000 won ($560).
yeeun@heraldcorp.com
