Dyson has launched a £420 electric toothbrush that can film live cleaning footage from inside the user's mouth, part of what the company calls a "complete dental system" that also includes toothpaste and mouth rinse priced at £8.50 each.
The home appliance maker, known for bagless vacuums and bladeless fans, spent six years developing the toothbrush with the input of 661 engineers. The device features a "100k pixel macro lens camera" and an "anti-gravity (mouthwash) tank" that sprays tiny jets of mouthwash.
Camera and app feedback
According to the company, the camera functions as a "high-quality endoscope", allowing users to "see what their dentist sees". Users can watch the live footage on the MyDyson app and receive feedback on their cleaning routine.
James Dyson, the company's founder and chief engineer, launched the toothbrush at an event in Paris on Tuesday, describing it as "an entirely new way to keep your mouth healthy".
Engineering and research
Dyson explained that engineers and scientists had "spent well over a decade understanding oral care regimes and how nasties build up in the mouth". The development process included creating a "proxy plaque" to accurately test plaque removal.
He noted that flossing is an "awkward and time-consuming chore" and that "few of us do it even though we know we should". He added: "Our research has shown that people consistently miss the areas where plaque forms: the gaps between teeth."
By "combining a camera, machine learning, precision fluid dynamics, advanced brushing technologies, connectivity and wifi", the toothbrush offers an "entirely new way to keep your mouth healthy", Dyson said.
Market context and advice
When the camera detects gaps between teeth, the jet on the stem releases a burst of mouth rinse to remove plaque while brushing, and the brush head cleans along the gum line and lifts surface stains. The brush claims to remove "up to 72% more plaque than market leading electric toothbrushes".
Dyson is entering a crowded market with dozens of ultra-advanced toothbrushes already available, including smart models with apps that promise plaque and stain removal as well as tongue cleaning. The Phillips Sonicare DiamondClean, for example, is priced at £600 in retailers such as Boots and John Lewis.
However, the British Dental Association (BDA) advises that such high-tech devices are not necessary. Eddie Crouch, the BDA's chair, said: "Patients shouldn't be lulled into thinking the latest gizmos will solve all their oral health problems. Big brands with high price tags are no substitute for a proper routine."
