In the consumer laser equipment sector, a Shenzhen-based Chinese brand is breaking the boundaries of traditional industrial devices with innovative technology. xTool, the smart digital tool brand under Maker Works Technology Co., Ltd., has been promoting personal creativity and manufacturing since its founding in 2021. Its products have been used across over 60 countries, establishing the company as an innovator in desktop laser engraving solutions.
From educational robots to laser engraving, a bold shift in direction
xTool’s parent company, Makeblock, was once known for its STEAM educational robots. In 2020, the team identified a gap in the overseas market for portable laser devices among DIY enthusiasts and made a decisive pivot.
Its first product, the xTool M1 (launched in 2021) featured a dual “laser + blade cutting” design that gained strong market attention, raising $2.6 million on Kickstarter and ranking as the top-funded laser project that year. The transition not only pushed the company’s annual revenue past one billion yuan ($139 million) but also opened a new frontier in the consumer laser equipment market.
Bringing industrial-grade precision into the home
xTool’s edge lies in its technological upgrades. The company’s flagship model, the xTool P2, features a 55W CO₂ laser tube capable of cutting through 18mm walnut wood or 20mm acrylic in a single pass, with a precision of 0.08mm. The xTool F1 Ultra uses dual 20W fiber lasers to reach engraving speeds of 10,000 mm per second.
The company has also developed its own software, XCS, which integrates AI-based material recognition to automatically set optimal parameters for more than 20 materials, including wood, leather, and acrylic. xTool says the feature reduces the learning curve by 60%. Users can upload a design file, and the system automatically plans the engraving path—making professional-quality production accessible even to first-time users.
Redefining applications: from home studios to production lines
xTool’s product lineup now spans the entire creative workflow. The M1 Ultra, a four-in-one device combining laser engraving, blade cutting, inkjet printing, and pen drawing, serves as an all-purpose workstation for hobbyists and makers. The P2 series, featuring a 3-meter conveyor feeder, enables the processing of larger items such as door signs and panels.
The company’s latest garment printing machine, which pushes automation further, streamlines the entire process from digital design to finished apparel. With a production cost of about $5 per T-shirt, the system offers small studios and independent creators a new path to higher profitability.
Niche market goes global – xTool’s overseas expansion
Leveraging a DTC (Direct-to-Consumer) model that combines independent e-commerce sites with Amazon, xTool has offered three-day delivery in North America and after-sales response times twice as fast as competitors. Its pyramid-style influencer strategy pairs in-depth reviews from top-tier creators with scenario-based content co-creation from micro-influencers with 10,000–100,000 followers. In 2025, its new garment printing machine raised $5.69 million on Kickstarter.
xTool has moved from educational robots to becoming a front-runner in laser engraving. Over the past four years, the company has shown that when technological innovation aligns with user needs, niche markets can support high-quality, innovative brands. Based in Shenzhen, xTool continues to expand the scope of personal creation, introducing 4-6 new products each year.
