Dyson has entered the oral care market with its AI and camera-equipped electric toothbrush. As Oral-B and Philips continue to lead the market, Dyson joins other electronics and IT companies like Xiaomi, expanding the competition to include smart oral care technologies that utilize AI, sensors, and cameras.
On September 10, Dyson held a launch event for its first oral care product, the 'CameraJet,' aimed at capturing market share. Developed over six years, the CameraJet combines an electric toothbrush, interdental cleaner, and camera functionality into one device. Utilizing a 100,000-pixel camera and AI machine learning, it identifies gaps between teeth and sprays liquid to those areas in just 0.1 seconds. Unlike traditional electric toothbrushes that focus solely on cleaning, the CameraJet adds a flossing feature by directly recognizing interdental spaces.
The electric toothbrush market is showing consistent growth. According to market research firm Grand View Research, the global electric toothbrush market is projected to grow from $4.3 billion in 2024 to $6.82 billion by 2030. The South Korean market is expected to expand from $141.6 million to $221.7 million during the same period, with an average annual growth rate of 7.8%.
Competition in the market has intensified recently, particularly around smart features. Philips has integrated sensors that detect pressure, movement, and cleaning range into its premium Sonicare products, analyzing users' brushing habits. Xiaomi also sells electric toothbrushes in South Korea that feature a six-axis gyroscope, display, and smartphone app integration.
In South Korea, smaller home appliance companies like Oa, Aquapick, and Coolsha are targeting the electric toothbrush market. Oa reported that as of July, cumulative sales of its oral care products, including electric toothbrushes and oral irrigators, exceeded 3.7 million units.
In response, Dyson aims to differentiate its product by incorporating AI technology into its flossing feature. A survey conducted by Korea Research in 2026 found that 77% of 1,000 South Korean adults reported using dental floss or interdental brushes, but only 28% said they use them regularly. Dyson views the low usage rate of dental floss and the unmet consumer demand for gum health and plaque management as opportunities for entering the oral care market.
Rich Bacon, head of Dyson's new business division, stated, "Many people still struggle to maintain effective oral care habits consistently, and there is clearly room for innovation based on engineering and design. The Dyson CameraJet integrates various innovative technologies, including imaging, sensing, precise liquid spraying, and advanced motor control, into a single device."
The key challenge will be whether the CameraJet can provide differentiated value at its high price point of 749,000 won. With premium electric toothbrushes already established in the market, the added benefits and convenience of the CameraJet's camera and automatic interdental cleaning features will likely determine its competitiveness moving forward.
* This article has been translated by AI.
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