Dyson Just Reimagined the Adult Toothbrush. We’re Glad Oral Care Is Having a Moment.
This week, Dyson entered oral care with the new Dyson CameraJet™, an electric toothbrush that uses a camera, machine learning and a precision jet to identify and clean between teeth while you brush.
It’s impressive technology. And as a company that has spent years rethinking the toothbrush ourselves, we’re excited to see this much attention and innovation focused on something most of us do twice a day.
Because underneath all that technology is an important idea: Brushing your teeth and brushing your teeth well are not the same thing.
Why brushing technique matters
Most toothbrushes, including electric toothbrushes, still depend on the person holding the brush to get a lot of things right.
You have to brush long enough. Reach the front, back and chewing surfaces. Position and move the brush correctly. Spend enough time in each area. And do it consistently, twice a day.
Dyson’s CameraJet brings new attention to that challenge. Its system can map brushing coverage, show users where they may be missing and provide feedback designed to help improve brushing technique over time. That’s an interesting evolution in oral care.
For kids, we think the problem gets even more interesting.
Kids don’t always brush the way adults do
Ask a child to brush their teeth for two minutes and a lot has to go right.
They have to pay attention. Reach every area. Move the toothbrush correctly. Spend enough time brushing. And repeat it every morning and every night.
That’s a lot to ask of a kid.
It’s also why brushing happened and brushing worked aren’t necessarily the same thing.
At Willo, that’s the problem we’ve been focused on from the beginning.
Willo started with a different question
Instead of asking: How can we help kids use a toothbrush better?
We asked: How can we build a toothbrush that relies less on kids getting everything right?
That question led us somewhere very different from a traditional electric toothbrush.
Willo’s automatic toothbrushes are designed specifically for kids ages 5+. Rather than relying on a child to manually guide a small brush head around every surface of every tooth, Willo powers the brushing motion.
Kids still build the habit of brushing twice a day. They still participate in their oral care. But getting a thorough clean doesn’t depend as heavily on their ability to execute the right brushing technique every single time.
And we’ve put that approach to the test.
In a randomized clinical trial, Willo’s automatic brushing technology removed significantly more plaque than manual brushing, including up to 7x more plaque in some of the hardest-to-reach areas.*
A bigger moment for oral care
Dyson’s entrance into the toothbrush category signals something bigger than one new product.
It’s another sign that oral care is moving beyond simply making toothbrushes faster, smarter or more connected. Innovators are asking a more fundamental question: How can technology help people brush more effectively?
Dyson’s answer includes cameras, machine learning and real-time feedback to help people see what they may have missed and improve how they brush.
Willo’s answer started with kids.
Because when you’re five, eight or thirteen years old, the best oral-care technology might not be the one that asks you to perfect your technique.
It might be the one designed so you don’t have to.
If this moment gets more people thinking about the difference between brushing happening and brushing working, that’s a conversation we’re very happy to be part of.
Frequently asked questions
Does brushing technique matter with an electric toothbrush?
Yes. Most electric toothbrushes still rely on the user to position and guide the brush around the mouth so different tooth surfaces are reached. Some newer toothbrushes use sensors, apps or coverage mapping to help users improve their technique.
What is the Dyson CameraJet toothbrush?
Dyson CameraJet is an electric toothbrush introduced in September 2026. It uses a camera and machine learning to identify gaps between teeth and can deliver targeted bursts of mouthrinse while brushing. Its connected app also provides guided cleaning, coverage mapping and brushing insights.
How is Willo different from a traditional electric toothbrush?
A traditional electric toothbrush powers the brush head while the user moves it around the mouth. Willo takes a different approach for kids: its automatic brushing system powers the brushing motion, reducing how much an effective brushing session depends on a child manually executing the right technique.
Who is Willo designed for?
Willo automatic toothbrushes are designed for kids ages 5 and up, including children who may have a hard time consistently reaching every area or following traditional brushing technique.
*Use Willo’s approved clinical-study citation and substantiation language here.
