Veritas expands anti-counterfeit chip to jewelry, trophies and fragrance bottles

Veritas has introduced the second version of its authentication chip, expanding its potential uses beyond garments to jewelry, trophies, hard-surface products and glass objects such as fragrance bottles. The company says the chip works on metal and can be scanned through glass, and that the next-generation version is ready for production.

Founded by Luci Holland, a former Tesla technical product manager with a background in design and art, Veritas makes chips that brands can insert into products. The company says each tap produces a secure response and that a tamper-detection wire connects an object to its digital identity. Holland told TechCrunch that other methods can be defeated by copying a QR code or static NFC link. Customers can use Veritas’ app to view a certificate of ownership.

This week, Veritas announced a partnership with ATHLOS, a women’s track-and-field competition founded by Reddit co-founder Alexis Ohanian, who is also an investor in Veritas. All 18 championship crowns will contain the company’s chips. Veritas has also embedded a chip in a pair of LeBron James’ first Nike shoes, reimagined by artist Adam Port; tapping a phone to the shoe displays its history and story.

The company has raised $1.75 million in pre-seed funding led by Ohanian’s venture firm Seven Seven Six. Since that funding round in February, Veritas has shipped an iOS consumer app and a brand portal for managing product records and owner experiences, including clubs, event check-ins and early access to product drops.