Veritas Launches Anti-Counterfeit Chip for Jewelry, Trophies, and Fragrance Bottles
The rise of counterfeit luxury items poses a significant challenge for fashion brands. As counterfeiters refine their techniques, a startup named Veritas aims to combat this issue with a unique chip designed for product verification.
Veritas, founded by Luci Holland—a former technical product manager at Tesla with experience in design—developed a chip that can be seamlessly integrated into products without causing damage. This chip enables brands to confirm the authenticity of their items, while customers can showcase ownership certificates through an accompanying app.
Holland pointed out that existing solutions are often vulnerable, as methods like QR codes or static NFC links can be easily copied.
“Our solution merges secure, verified chip responses integrated directly into the product. Each interaction with the chip generates a secure response and includes a tamper-alert wire. This helps establish the connection between the physical product and its digital identity as part of the verification process,” Holland explained.
In recent communication with TechCrunch, Holland announced the launch of Veritas’ second chip version, which can be utilized on metal surfaces and is scannable through glass.
“The next-generation chip is set for production and supports a wider variety of uses, including for jewelry, trophies, durable products, and glass items like fragrance bottles,” she stated. “This, along with our garment applications, provides brands with more ways to embed authentication into their products.”
This week, Veritas disclosed a collaboration with ATHLOS, a women’s track-and-field competition started by Reddit co-founder Alexis Ohanian, who is also an investor in Veritas. As part of this alliance, all 18 championship crowns will feature Veritas’ chips to allow for verification.
In another initiative, the company embedded a chip into a pair of revamped Nike shoes originally worn by LeBron James, reimagined by artist Adam Port. Scanning the shoe with a phone reveals its history and background.
So far, Veritas has secured $1.75 million in pre-seed funding led by Ohanian’s firm, Seven Seven Six, with contributions from notable investors including DoorDash co-founder Stanley Tang, Gloria Zhu (co-founder of skincare brand Reys), and former TechCrunch editor Josh Constine.
Since the funding round in February, Veritas has launched an iOS app for consumers and a brand portal to help companies manage product records and enhance customer experiences. The app and portal allow brands to create features like clubs, event check-ins, and exclusive early access to new product releases.
Veritas also participated in this year’s TechCrunch Disrupt Startup Battlefield, which took place over three days, culminating in the announcement of a winner.
