Veritas upgrades anti-counterfeit chips for luxury market

Founded by former Tesla product manager Luci Holland, Veritas differentiates its hardware by moving beyond static QR codes or NFC links, which are easily replicated by counterfeiters. The company’s updated chip utilizes secure, authenticated responses coupled with a physical tamper-detection wire to link a specific object to its unique digital identity. This second-generation hardware is specifically engineered to function on metal surfaces and scan through glass, expanding its utility for brands that previously could not integrate authentication technology into their products.

The startup is currently testing its reach through high-profile partnerships, including the integration of chips into 18 championship crowns for the ATHLOS track-and-field competition. Alexis Ohanian, whose venture firm Seven Seven Six led the company’s $1.75 million pre-seed round, is an active backer of the project. Beyond basic verification, the Veritas platform allows brands to manage product records and cultivate customer engagement through event check-ins and exclusive early-access drops via a consumer-facing iOS app.