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

Key facts

• Veritas' new chip works on metal surfaces and can be scanned through glass.
• The chip is designed for integration into jewelry, trophies, and fragrance bottles.
• The company has raised $1.75 million in pre-seed funding.
• ATHLOS will embed Veritas chips in 18 championship crowns.

Veritas, a startup founded by former Tesla product manager Luci Holland, is expanding its anti-counterfeit chip technology to new product categories including jewelry, trophies, and fragrance bottles. The company's latest chip version is designed to work on metal surfaces and can be scanned through glass, offering brands a way to embed authentication directly into their products. This approach combines secure chip responses with tamper-detection features to create a verifiable digital identity for physical goods. Veritas recently announced a partnership with ATHLOS, a women's track-and-field competition, to embed its chips in championship crowns. The company has also embedded a chip in a pair of LeBron James' reimagined Nike shoes to showcase product history. Veritas has secured $1.75 million in pre-seed funding from investors including Alexis Ohanian's venture firm, Seven Seven Six.