Veritas, a startup founded by former Tesla product manager Luci Holland, has developed an advanced anti-counterfeit chip designed to verify luxury goods. The technology uniquely integrates a secure chip directly into products, enabling brands and consumers to authenticate items through a tamper-detection wire and dynamic responses generated with each scan. Unlike simpler methods such as QR codes or NFC links that scammers can easily clone, Veritas embeds digital identity as an intrinsic part of the physical object, raising the bar for anti-fraud measures in the luxury market.

The company recently unveiled the second generation of their chip, which expands usability to metal surfaces and allows scanning through glass. This breakthrough enables verification of a wider array of products, including jewelry, trophies, fragrance bottles, and hard-surfaced goods, alongside its existing garment applications. This broader reach offers brands new versatile ways to directly embed authentication, adding layers of security to high-value and easily counterfeited items.

Veritas has established notable partnerships to showcase its technology in high-profile contexts. One such collaboration is with ATHLOS, a women’s track-and-field competition initiated by Reddit co-founder Alexis Ohanian, who is also an investor in the startup. Veritas chips will be embedded in all 18 championship crowns to verify authenticity, symbolizing trust and prestige. Additionally, Veritas incorporated its technology into a reimagined pair of LeBron James’ first Nike shoes, allowing fans to tap and access the shoe’s history and story through the company’s app.

Since raising $1.75 million in pre-seed funding earlier this year from a range of investors including Ohanian’s venture firm Seven Seven Six, Veritas has launched both an iOS app for consumers and a brand portal enabling companies to manage product records and enhance owner experiences. These digital tools facilitate community building through clubs, event access, and product drop segmentation, delivering value beyond mere verification. Veritas also gained exposure by competing in TechCrunch’s Disrupt Startup Battlefield in October 2026.