Veritas launches second-generation anti-counterfeit chip for luxury goods beyond apparel
The authentication startup has expanded its embedded chip technology to jewelry, trophies, and fragrance bottles, partnering with ATHLOS and others to embed verification into high-value physical products.
What happened
Veritas, founded by former Tesla technical product manager Luci Holland, unveiled a second-generation chip that works on metal surfaces and can be scanned through glass, enabling authentication in jewelry, trophies, and fragrance bottles. The chip generates a unique secure response with each tap and includes tamper-detection, with the physical connection to the product serving as part of the proof of authenticity. This week the company announced a partnership with ATHLOS, a women's track-and-field competition founded by Reddit co-founder Alexis Ohanian (also a Veritas investor), to embed chips into all 18 championship crowns. Veritas has also embedded a chip into a reimagined pair of LeBron James' first Nike shoes by artist Adam Port. The startup has raised $1.75 million in pre-seed funding led by Ohanian's Seven Seven Six venture firm, with backing from DoorDash co-founder Stanley Tang, Gloria Zhu (co-founder of skincare brand Reys), and former TechCrunch editor Josh Constine.
Context
Counterfeit luxury goods—particularly sophisticated "superfakes" that closely replicate authentic items—represent a significant business problem for fashion houses and luxury brands. Veritas positions its approach as more secure than competing methods like QR codes or static NFC links, which can be defeated through duplication. By embedding authenticated chips directly into products and linking physical objects to digital identity records, the company enables brands to offer verification while also creating infrastructure for consumer engagement through ownership certificates, exclusive clubs, and early access to product launches. The expansion beyond garments to hard goods and sealed containers like fragrance bottles substantially widens the addressable market for anti-counterfeiting in luxury categories.