Veritas expands its anti-counterfeit chip to jewelry, trophies, and fragrance bottles
techcrunch ·
Veritas, a startup founded by former Tesla manager Luci Holland, is combating luxury counterfeits with an advanced anti-counterfeit chip that integrates directly into products. The company has released a second-generation chip capable of scanning through glass and metal, expanding its application to jewelry, trophies, and fragrance bottles alongside garments. This technology combines secure authenticated responses with tamper-detection wires to prevent the replication issues associated with static QR codes or NFC links. Veritas recently partnered with ATHLOS, a track-and-field competition founded by Alexis Ohanian, to embed chips in all 18 championship crowns for verification. Additionally, the company embedded a chip into LeBron James’ reimagined Nike shoes to showcase product history via a mobile app. The startup has raised $1.75 million in pre-seed funding led by Seven Seven Six, with participation from notable investors including DoorDash co-founder Stanley Tang. Alongside the hardware, Veritas offers an iOS app and brand portal that allow companies to manage records and create exclusive owner experiences like event check-ins. The company also competed in this year’s TechCrunch Disrupt Startup Battlefield.
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