Luxury brands are facing growing challenges from counterfeit goods as replicas become increasingly sophisticated. Some imitations, known as “superfakes,” are so convincing that they can be mistaken for authentic designer products. Veritas, a startup founded by former Tesla technical product manager Luci Holland, is developing chip technology designed to help brands prove the authenticity of their goods.
Holland, who has a background in art and design, created Veritas to provide a more reliable way to connect physical products with their digital identities. The company’s chip can be integrated into products without damaging them, allowing brands to verify authenticity while enabling customers to access digital ownership certificates through its app.
Holland said existing verification methods can be vulnerable to fraud when counterfeiters duplicate QR codes or static near-field communication (NFC) links. Veritas aims to address these weaknesses with technology that generates a secure response every time the chip is scanned. The chip also contains a tamper-detection wire that helps link the physical product to its digital identity.
“Our approach combines secure, authenticated chip responses with integration into the product itself,” Holland told TechCrunch.
Updated Chip Expands Authentication Options
Veritas has unveiled the second generation of its chip, which can function on metal surfaces and be scanned through glass. Holland said the updated technology is ready for production and can support a wider range of products, including jewelry, trophies, hard-surface goods, and glass items such as fragrance bottles.
The latest development builds on the company’s existing garment integrations, giving brands more flexibility in incorporating authentication directly into their products.
The startup also announced a partnership with ATHLOS, a women’s track-and-field competition founded by Reddit co-founder Alexis Ohanian, who is an investor in Veritas. Under the agreement, all 18 championship crowns will feature the company’s chips, allowing the awards to be authenticated.
Veritas has also demonstrated its technology on a pair of LeBron James’ first Nike shoes, reimagined by artist Adam Port. By tapping a smartphone against the shoe, users can access its history and story, combining product authentication with digital storytelling.
Veritas Secures $1.75 Million in Pre-Seed Funding
The company has raised $1.75 million in pre-seed funding, led by Ohanian’s venture capital firm, Seven Seven Six. Other investors include DoorDash co-founder Stanley Tang, Reys skincare co-founder Gloria Zhu, and former TechCrunch editor Josh Constine.
Since announcing the funding in February, Veritas has launched an iOS app for consumers and a brand portal that allows businesses to manage product records and create digital experiences for owners.
Through these platforms, brands can offer additional benefits, including exclusive clubs, event check-ins, and targeted early access to new product releases.
Veritas recently competed in TechCrunch Disrupt’s Startup Battlefield, where startups showcase their technologies to investors and industry leaders. Its approach combines physical product authentication with digital ownership features, offering luxury brands a potential new way to combat counterfeiting while building stronger relationships with customers.
