What Dyson’s First Toothbrush Says About Oral Care’s Beauty Era

Open wide: the luxury playbook that transformed skincare and haircare is coming for our mouths.

Dyson, the global brand known for its highly engineered everyday products, like blow dryers, fans and vacuums, is entering oral care with an electric toothbrush, called Dyson CameraJet. It’s the first toothbrush with a camera and a jet, combining brushing with technology designed to identify and clean the gaps between teeth, addressing a part of the routine consumers know matters, but often neglect. It’s the result of six years of research, development, and engineering, challenging every aspect of conventional oral care, says founder James Dyson. The Dyson CameraJet is also Wi-Fi connected at 2.4GHz, enabling users to watch as they brush through the MyDyson app.

For decades, oral care has only touched the surface of what’s possible, Dyson engineer Niamh Turney says. “On the whole, we’re seeing people cutting steps and trying to cut corners in their oral care routine. The cycle has been that way for decades. It’s a cycle of paste, brush, rinse, floss everyday, twice a day, and it’s just obvious it’s not working.” According to the World Health Organization’s 2025 Global Oral Health Status Report, nearly 3.7 billion people are estimated to be affected by oral diseases globally, while oral health is linked to overall health, as well as our microbiome.

By building interdental cleaning into brushing, the device makes that often-skipped step harder to avoid. “With this, you’re forced to be more methodical and it’s actually quite enjoyable,” Dyson says. “It’s probably the first product we’ve done where it actually takes longer than what it’s replacing.” The bet is that consumers will trade speed for a more thorough clean.

Oral care is already big business. The global market is valued at approximately $37.8 billion in 2024 and is expected to reach $54.1 billion by 2030. But beyond whitening, oral care has remained one of retail’s most clinical and commoditized categories, marketed through the unsexy language of cavities, plaque and gingivitis. A new generation of founders is borrowing from beauty and luxury to reposition toothpaste, mouthwash and breath care as aspirational products. Their language is sensorial, their packaging is designed to be displayed and their formulas emphasize hydration, ingredient literacy and the oral microbiome.

Dyson’s launch, meanwhile, points to a massive opportunity in premium oral care for brands: convincing consumers that one of their most regular, twice-daily habits deserves the same investment, discernment and pleasure as skincare.

Oral care’s glow up

New entries to the oral care category are taking a new approach, with an expanded focus on whole-mouth wellness, formulas and formats borrowed from beauty, and sensorial products designed to be displayed and enjoyed.

Köppen, the Ayurveda-inspired oral-care brand launched by siblings Parag and Priya Shah in spring 2026, reflects a broader shift beyond teeth with a whole-mouth system spanning everything from toothpaste and floss to oil pulling, mouth tape, lip balm and tongue scraping.

“The first thing we made was a copper tongue scraper because I couldn’t find one that felt like something I actually wanted to own,” says Parag Shah. “That product eventually reached tens of thousands of customers, but more importantly, it showed us that people were hungry for a different relationship with oral care. That became the larger idea behind Köppen: what would oral care look like if we completely reconsidered the category rather than simply making a better toothpaste?”

The category’s beauty repositioning extends to innovative hardware, echoing the rise of LED masks, microcurrent devices and facial-cleansing tools that have helped turn clinically inspired technology into coveted at-home beauty products. Oral-care brands are taking a similar approach to tools consumers use every day. Foreo already straddles both categories: its assortment includes the Luna 4 facial-cleansing and firming device and the Issa 4 Plus smart silicone sonic toothbrush. Flaus, meanwhile, has turned traditional floss into a rechargeable electric flosser.

Dyson is pushing the category further by combining a camera, precision water jets and Wi-Fi connectivity to integrate interdental cleaning into brushing.

“Flossing is an awkward and time-consuming chore. Few of us do it even though we know we should,” Dyson says. “Our research has shown that people consistently miss the areas where plaque forms: the gaps between teeth.”

With nine in 10 people not flossing as regularly as recommended and the average person brushing for just 45 seconds, according to a Dyson study — well below the two-minute guideline — the gap between recommendation and behavior creates an opportunity for products that make oral care more integrated and enjoyable.

That education is also driving interest in ingredients and the oral microbiome. Bastét’s French Mint Toothpaste contains 10% nano-hydroxyapatite, while its aluminium tube evokes the affordable luxury of “a Byredo candle, an Aesop soap, a luxury incense”, according to founder Alexandra Baker. “We’ve spent a decade learning about the gut microbiome and, more recently, the skin microbiome, but the oral microbiome is still treated like it only matters for cavities and bad breath,” she says.

Mouth Loob, a new take on mouthwash launching this fall, applies skincare language and formulation even more literally. Co-founders Ally Weiss and Ash Schroeder describe its hyaluronic acid-powered, pH-balanced and alcohol-free formula as “skincare for your mouth”. Its viscous, serum-like texture is designed to coat the tissues of the mouth, targeting dry mouth associated with factors including aging, hormonal changes, dehydration and medications such as GLP-1s.

Sensorial experience is becoming another point of differentiation. Orist is teasing its early 2027 launch under the tagline “It’s an oral fixation.” Its debut product, a toothpaste, was developed with both a flavourist and a chemist. “The mouth is the most sensorial part of the body,” says founder Jess Eggert.

Stockholm-based Selahatin has brought the language of fragrance — and the cachet of fashion — to oral care. Known for its sensual, design-led approach, the brand collaborated with Rick Owens on a four-piece collection last year. Its Eau d’Extrait Oral range includes portable breath sprays with names such as “Escapist” and “Of Course I Still Luv You”, packaged in the restrained, display-worthy style of brands such as Crown Affair and Salt & Stone.

Fraîche, meanwhile, is launching with a microbiome-friendly breath spray that founder Julie McDonnell positions as an immediate “confidence hit”. She wants to give breath spray the “Touchland treatment”: a portable beauty object designed to be used throughout the day.

Fraîche’s slim, flat packaging borrows from beauty codes, fitting as easily into a pocket as a Rhode lip tint. The wider category is adopting a similarly fashion-forward, sensual and sometimes provocative design language. Even names such as Bastét, Köppen, Orist and Fraîche sound more like fashion or fragrance houses than oral-care brands.

“Culture came first, science will make it stick, but aesthetics will drive the behavior change,” says McDonnell. These products are meant to be displayed, shared on social media and even flaunted — not relegated to the medicine cabinet. Their portability could also move oral care beyond the pharmacy aisle and into beauty and fashion retailers, checkout counters, gyms and coffee shops.

A new route into retail

For now, premium oral care remains on the fringes of dedicated beauty and wellness retail. Goop’s offering is limited to mouth tape, while Violet Grey and Ulta carry OLAS mouthwash. Credo has a broader assortment, mostly from oral brand Cocolab.

Instead, the category is finding a home at upmarket lifestyle grocers such as Erewhon and Happier Grocery.

Perhaps more tellingly, premium oral care is appearing at fashion and luxury retailers. Köppen is stocked at Revolve and FWRD (in addition to lifestyle grocer Laurel Supply), while Selahatin can be found at Holt Renfrew, Selfridges, Dover Street Market, Luisa Via Roma, Printemps New York and FWRD.

Trudy Arnold, head of beauty and home at Revolve and FWRD, says the retailers began noticing the shift in 2024, as interest expanded beyond toothpaste and whitening into tongue scraping, mouth rinses, oil pulling, electric toothbrushes and ingredient-conscious formulas.

“For Revolve, oral care must offer performance and cultural relevance; for FWRD, the lens is discovery, craftsmanship and an elevated experience,” Arnold says. “Ultimately, across both brands, we’re looking for products that work, have a clear reason to exist and make an everyday routine feel more considered.”

The Dyson CameraJet will be available through Dyson direct channels (Dyson.com and Dyson Demo Stores), as well as Amazon, Costco, Best Buy, and Sephora — marking the beauty retailer’s official entry into the category. For Dyson, the launch extends beyond the toothbrush itself: the company has developed proprietary non-foaming toothpaste and mouth rinse to optimize visibility for the toothbrush’s one-millimeter-square camera.

The launch may be just the beginning. “We see that there are more things we can do in this space,” Dyson says.