Veritas expands its anti-counterfeit chip to jewelry, trophies, and fragrance bottles

Veritas, a startup founded by former Tesla product manager Luci Holland, has launched a second-generation anti-counterfeit chip that works on metal surfaces and can be scanned through glass, expanding its application to jewelry, trophies, hard-surface products, and glass objects like fragrance bottles. The chip combines secure, authenticated responses with tamper-detection to prevent counterfeiting, addressing the growing problem of "superfakes" in luxury goods. The company announced a partnership with ATHLOS, a women’s track-and-field competition founded by Reddit co-founder Alexis Ohanian, to embed chips in all 18 championship crowns. It also embedded a chip in a pair of LeBron James’ first Nike shoes, reimagined by artist Adam Port. Veritas has raised $1.75 million in pre-seed funding led by Ohanian’s Seven Seven Six, with participation from Stanley Tang, Gloria Zhu, and Josh Constine. Since February, it has shipped an iOS app and a brand portal for managing product records and owner experiences. The startup competed in TechCrunch Disrupt Startup Battlefield 2025.

(Source：TechCrunch)