**Former Tesla Product Manager Aims to Eradicate Counterfeiting in Luxury Goods Industry with 'Hack-Proof' Chip**

The $210 billion second-hand market has created a booming demand for luxury goods, but it also brings with it a major problem: counterfeiters. According to estimates, the fake goods crisis costs luxury brands over $30 billion each year. However, Veritas, a startup founded by former Tesla product manager Luci Holland, is working on a solution that combines custom hardware and software to verify the authenticity of products.

Veritas' innovative approach uses a "hack-proof" chip that can't be bypassed by devices like Flipper Zero, a widely available hacking tool. This chip is linked with digital certificates to ensure the product's legitimacy.

**A Combination of Tech and Art**

Luci Holland, Veritas' founder, has an unconventional background in both technology and art. She has worked as a technical product manager at Tesla and has held various business development and community growth roles at tech companies and venture funds. Holland has also explored artistic mediums such as mixed media painting and metal sculpture.

"For me, as someone who has a background in being a designer and then also has experience in tech, I saw this problem and thought about the different ways we could solve it," she said.

**Solving the Counterfeiting Problem**

The luxury goods industry relies on various symbols or physical marks to authenticate products. However, counterfeiters have become increasingly sophisticated, creating convincing copies of these marks along with high-quality fake certificates. Holland noted that some luxury fashion houses have had to stop authenticating goods due to the rise of "superfakes" – fake goods that are nearly indistinguishable from genuine articles.

"I think what's truly innovative is we've used and combined elements from both hardware and software to create this solution that helps protect brands in this way," she said.

**The 'Hack-Proof' Chip**

Veritas has developed a custom chip that incorporates NFC technology, allowing users to verify the product's authenticity by tapping their smartphone on the item. The chip is designed to be minimally disruptive to the product creation process and can even be inserted after production without compromising the product's integrity.

"If someone attempts to tamper with the product, the chip goes dormant and hides the codes related to the product," Holland explained.

**Veritas' Software Suite**

In addition to the custom chip, Veritas offers a software suite that allows brands to manage their chipped products. This includes features such as team management, product information sharing, and digital clone creation for potential metaverse activities.

The company has partnered with various luxury brands, but details of these partnerships remain confidential.

**Raising Awareness about Counterfeiting**

Veritas believes that the market still needs education on why robust tech solutions are necessary to combat counterfeiting. Holland noted that many existing authentication methods are vulnerable to hacking and can be easily bypassed.

"It is shocking to see that some of the shelf solutions, like NFC chips that brands are using, are actually so vulnerable and could easily be bypassed," she said.

**Funding and Future Plans**

Veritas has secured $1.75 million in pre-seed funding led by Seven Seven Six, along with investors such as DoorDash co-founder Stanley Tang and skincare brand Reys' co-founder Gloria Zhu. The startup plans to use this funding to expand its two-person team.

"Brands know that fake goods are a problem and are constantly looking for robust solutions," said Alexis Ohanian of Seven Seven Six.

**Conclusion**

Veritas is taking on the counterfeiting crisis in the luxury goods industry with a "hack-proof" chip that combines custom hardware and software. By educating brands about the vulnerabilities of existing authentication methods and offering a more secure solution, Veritas aims to protect the integrity of luxury products.