Ex-Tesla Manager Creates Hack-Proof Chip to Stop Fakes

Fake luxury goods cost brands over $30 billion annually while leaving buyers in the booming $210 billion secondhand market vulnerable to scams. Now a former Tesla product manager has created a solution that protects both sides.

Luci Holland founded Veritas after luxury fashion houses told her their authentication teams could no longer reliably spot fakes. The counterfeits had become so convincing that traditional verification methods were failing.

Her answer combines custom hardware with smart software in a gem-sized chip. The chip uses the same contactless technology found in phone payments, letting anyone verify authenticity with a simple tap.

What makes it special is its hack-proof design. If someone tries to tamper with the product, the chip immediately goes dormant and hides all verification codes. Traditional chips can be bypassed by widely available hacking tools, but Veritas built custom security features to prevent this.

Holland drew on her unique background as both an artist and technologist to create something that works for legacy brands. She worked with designers to ensure the tiny chip can be inserted into products without disrupting their appearance or integrity.

The Ripple Effect

The technology does more than stop counterfeits. Brands using Veritas can connect directly with customers through the chip, offering exclusive invitations and early product access. Each item also gets a blockchain-based digital twin for virtual galleries and online communities.

The solution arrived just in time. Some luxury houses had stopped authenticating items entirely because fakes were indistinguishable from originals. Now they have a tool that stays ahead of counterfeiters.

Veritas raised $1.75 million from investors including Seven Seven Six's Alexis Ohanian, who sees this as a winnable fight. He noted that while counterfeiting is an arms race, tech consistently wins these battles and luxury brands desperately need the help.

The two-person team plans to expand and educate the market about why robust security matters. Many brands still use vulnerable shelf solutions without realizing how easily they can be compromised.

For secondhand buyers, this means finally having reliable proof that their purchase is genuine. For brands protecting designs over a century old, it means their legacy stays protected with cutting-edge technology.