Expanding authentication technology
Veritas, a startup founded by former Tesla technical product manager Luci Holland, has introduced the second version of its anti-counterfeit chip. The technology is built to be easily inserted into products without causing damage, addressing the growing issue of high-quality counterfeit luxury goods known as “superfakes.”
According to Holland, traditional verification approaches like static NFC links or copied QR codes can be easily reproduced. The Veritas system combines authenticated chip responses with direct product integration. Each tap generates a secure response, and the hardware includes a tamper-detection wire to link the physical object to its digital identity.
New materials and applications
The updated version of the chip is engineered to function on metal surfaces and scan through glass. This production-ready hardware supports a wider array of applications, including hard-surface products, jewelry, trophies, and glass containers such as fragrance bottles, alongside existing garment integrations.
As part of a recent partnership, all 18 championship crowns for ATHLOS, a women’s track-and-field competition founded by Alexis Ohanian, will incorporate the Veritas chips for verification. The startup also embedded a chip into a pair of Nike shoes originally worn by LeBron James and reimagined by artist Adam Port, allowing users to tap a phone to view the item’s history.
Funding and ecosystem
Veritas has secured $1.75 million in pre-seed funding led by Seven Seven Six, the venture firm founded by Ohanian. Additional participants in the fundraise include Stanley Tang, Gloria Zhu, and Josh Constine.
Following the February fundraise, the company launched a consumer iOS app alongside a brand portal. These tools allow companies to manage product records, handle event check-ins, and offer owners features such as exclusive clubs and early access to product drops. The startup also competed in the TechCrunch Disrupt Startup Battlefield.
