Startup Veritas has expanded its anti-counterfeit chip technology to jewelry, trophies, and fragrance bottles with the release of its second-generation chip. Founded by former Tesla technical product manager Luci Holland, the company aims to combat high-end "superfakes" by embedding tamper-detecting chips that generate secure responses upon being tapped, connecting physical items to digital certificates of ownership.
The newly developed version of the hardware is designed to function effectively on metal surfaces and scan smoothly through glass materials. Alongside this hardware expansion, Veritas recently partnered with Alexis Ohanian’s women’s track-and-field competition ATHLOS to equip 18 championship crowns with the technology, and previously secured $1.75 million in pre-seed funding led by Seven Seven Six.
This technology helps luxury brands and event organizers combat sophisticated product counterfeiting while enabling digital ownership experiences through a consumer iOS app.