Veritas Expands Anti-Counterfeit Chip To Jewelry, Fragrances, And Trophies

16 Oct 2026, 7:30 pm · 3h ago · 1 min read · TechCrunch AINew

Hardware startup Veritas is expanding its proprietary anti-counterfeiting verification chip to protect jewelry, fragrance bottles, and trophies from high-end replicas known as superfakes. Founded by former Tesla technical lead Luci Holland, the company designs micro-scale chips embedded directly into luxury goods to verify authenticity. The move aims to tackle widespread counterfeiting challenges faced by global luxury brands as counterfeit goods grow increasingly indistinguishable from original items. Veritas plans to offer physical and digital authentication directly to brand owners looking to safeguard brand reputation and combat secondary market fraud.