Philips Sonicare’s new smart toothbrush shows you exactly where you’re missing plaque

Most people have no idea how well they brush their teeth. They spend two minutes going through the motions, spit, and move on. According to Philips, 37% of people are essentially guessing whether they're doing a good enough job between dental checkups.

Philips is trying to fix that with its new Sonicare Next-Generation DiamondClean 9900 Prestige. The flagship electric toothbrush has an AI system built directly into the handle that tracks how you brush in real time and shows you which areas you've missed, right there on the device, without needing to look at your phone.

The toothbrush will launch in select European and U.S. retailers this fall, with wider availability planned through 2027. It's the top model in a new Next-Generation DiamondClean range that also includes the 8000, 8500, and 9000 series.

How does it work?

The 9900 Prestige combines sensors, real-time data processing, and an on-handle display to build what Philips calls a "mouth map." As you brush, the toothbrush tracks which areas of your mouth you've covered and which you've skipped. When you're done, the screen shows you the results.

The AI component personalizes this feedback over time, learning your brushing habits and adjusting guidance accordingly. Philips says the brush removes up to 20 times more plaque than a manual toothbrush.

Dr. Iain Chapple, Professor of Periodontology at the University of Birmingham, tested the device and had a pointed observation: "I thought I had a meticulous cleaning regime, but checked the mouth map on the handle and had to go back to my outer lower anterior sextant. The next morning I made sure I rose to the challenge and got a 'complete clean'. I love the feedback screen and check it every time."

The key design choice here is keeping everything on the toothbrush itself. You don't need to open an app or keep your phone nearby. The feedback is immediate and visible the moment you finish brushing.

Why does it matter?

The connection between oral health and overall health is better understood now than it was a decade ago. Research has linked periodontal disease to a range of serious conditions:

• Type 2 diabetes and difficulty controlling blood sugar
• Cardiovascular disease
• Adverse pregnancy outcomes
• Potential links to Alzheimer's disease

That context matters because it raises the stakes for something most people treat as a routine, low-attention task. Brushing better isn't just about avoiding cavities. It may have real implications for long-term health.

For Philips, the 9900 Prestige also represents an attempt to do something that consumer health tech has struggled with for years: change behavior without adding friction. Fitness trackers and smart scales capture data, but people often stop using them. By building the feedback loop into an object people already use twice a day, and making it visible without requiring an app, Philips is betting on simplicity as the path to habit change.

The context

Philips has been making electric toothbrushes for more than 30 years and positions Sonicare as the top sonic toothbrush brand recommended by dental professionals globally. The 9900 Prestige sits at the top of a portfolio refresh the company has been rolling out this year, which included new 1000-4000 and 5000-7000 series models aimed at more accessible price points.

The broader trend here is the slow but steady push to bring clinical-grade feedback into consumer health products. Continuous glucose monitors, ECG-equipped smartwatches, and smart blood pressure cuffs have all moved from medical settings into everyday use. A toothbrush that tells you where you missed plaque is a modest but practical extension of that same idea.

Francesco Grillo, Philips Global Business Unit Leader for Oral Healthcare, put it this way: "For decades, people have been told how to brush better, yet most never truly knew how well they were brushing." The 9900 Prestige is Philips' answer to that gap, though at a premium price point that will limit who can act on it.