Veritas Expands Anti-Counterfeit Chip Technology for Jewelry, Trophies, and Fragrance Bottles
Veritas, a startup founded by former Tesla product manager Luci Holland, is expanding its anti-counterfeit chip technology to include jewelry, trophies, hard-surface products, and glass items like fragrance bottles. The second-generation chip can be embedded in metal surfaces and scanned through glass, offering enhanced security features such as tamper detection and dynamic authentication responses. The company has partnered with ATHLOS, a women’s track-and-field competition founded by Reddit co-founder Alexis Ohanian, to embed chips into championship crowns for verification. Veritas also integrated its chip into a pair of LeBron James’ first Nike shoes reimagined by artist Adam Port. The startup aims to help brands combat counterfeit goods and provide consumers with verifiable ownership certificates via an iOS app. Veritas has raised $1.75 million in pre-seed funding led by Seven Seven Six, Ohanian’s venture firm, and is preparing for broader brand integrations.
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Topics: authentication technology counterfeiting luxury goods startups