Veritas, founded by former Tesla product manager Luci Holland, has developed a specialized chip designed to combat the rise of high-quality counterfeit luxury goods. The hardware features a tamper-detection wire and generates secure, authenticated responses upon each scan, aiming to link physical items to their digital identities more reliably than standard QR codes or NFC tags.
The startup recently launched its second-generation chip, which is now capable of functioning on metal surfaces and through glass. This expansion allows the technology to be integrated into a wider variety of luxury items, including jewelry, trophies, and fragrance bottles, in addition to its existing applications in apparel.
The company has secured $1.75 million in pre-seed funding. The round was led by Seven Seven Six, the venture firm of Reddit co-founder Alexis Ohanian, with additional backing from Stanley Tang, Gloria Zhu, and Josh Constine. Ohanian is also a strategic partner, as Veritas recently embedded its chips into 18 championship crowns for the ATHLOS track-and-field competition.
Beyond the hardware, Veritas has released an iOS consumer application and a brand management portal. These tools enable companies to track product history, manage ownership certificates, and provide exclusive experiences such as event check-ins and early access to product releases. The company recently participated in the TechCrunch Disrupt Startup Battlefield.
