Veritas Unveils Advanced Anti-Counterfeit Chip for Luxury Goods Including Jewelry and Trophies

Image: Image Credits: AthLOS x VeritasImage Credits:Veritas x ATHLOS · Source

Veritas, founded by ex-Tesla product manager Luci Holland, has launched its next-gen security chip designed to authenticate luxury items such as jewelry, trophies, and fragrance bottles, addressing the rise of sophisticated counterfeit products.

Counterfeiting remains a persistent issue for luxury brands as counterfeiters increasingly replicate brand marks to create convincing counterfeit goods known as superfakes. Tackling this, startup Veritas has developed a specialized chip to provide secure product authentication. Founded by Luci Holland, a former Tesla technical product manager with expertise in design and art, Veritas’s chip is designed for easy integration into products without causing damage.

Unlike traditional methods like QR codes or static NFC, which can be easily duplicated, Veritas’s chip offers a secure, authenticated electronic response coupled with tamper-detection wiring. This binds the physical item to its digital identity, providing stronger proof of authenticity.

The company recently introduced its second-generation chip, which supports scanning on metal surfaces and through glass, expanding its applicability to a broad range of luxury goods including jewelry, trophies, solid products, and glass objects such as fragrance bottles. This complements their existing garment integration, giving luxury brands more versatile authentication options.

Veritas also announced a partnership with ATHLOS, a women’s track-and-field organization founded by Reddit co-founder and investor Alexis Ohanian, wherein all 18 championship crowns will incorporate the Veritas chip for verification purposes. Demonstrating product storytelling, a chip was embedded in a pair of LeBron James’s first Nike shoes, reimagined by artist Adam Port, enabling users to tap the shoe with a phone to access its history.

The startup has secured $1.75 million in pre-seed funding from investors including Ohanian’s Seven Seven Six firm, DoorDash co-founder Stanley Tang, skincare entrepreneur Gloria Zhu, and former TechCrunch editor Josh Constine. Since February, Veritas has also launched an iOS app for consumers and a brand portal for companies to manage product records and enhance owner experiences with curated interactions such as clubs and event check-ins.

Participating in the 2026 TechCrunch Disrupt Startup Battlefield, Veritas continues to advance efforts to combat the growing sophistication of counterfeit luxury items through innovative chip technology that tightly links physical goods to their verified digital identities.