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Veritas is expanding its anti‑counterfeit chip beyond apparel to include jewelry, trophies, and fragrance bottles, TechCrunch reports.

Counterfeiting has long plagued luxury brands, with counterfeiters increasingly producing high‑fidelity replicas—termed “superfakes”—that are difficult for consumers and retailers to distinguish from authentic items. The proliferation of these dupes erodes brand equity and can expose consumers to sub‑standard or even hazardous products. TechCrunch reports that the problem is especially acute in the fashion sector, where the visual and tactile cues that traditionally signal authenticity are being mimicked with growing precision.

Veritas, a startup that has already embedded its anti‑counterfeit chip in high‑end apparel, is now extending the technology to other luxury categories. The chip, which can be scanned with a smartphone app to confirm authenticity, is designed to resist tampering and to provide a secure record of provenance. According to the report, the company’s founder, Luc