About Laava
We're pioneering Digital Product Identity — creating a world where every product is authentic and thus safe for consumers, traceable, and connected.
2017
Founded
50+
Global Brands
40+
Countries
9+
Global Patents
Our Mission
At Laava, we're on a mission to transform the way brands connect with their products and consumers. We believe that in a world of increasing counterfeiting, gray markets, and disconnected supply chains, every product deserves a secure, uncopyable digital identity.
Our technology creates Digital Product Identity — enabling brands to authenticate products, protect and engage consumers directly, track supply chains, and unlock new business models through connected packaging.
Brand Protection
Secure, non-replicable digital identities that protect brands and consumers from counterfeiting.
Consumer Protection and Connection
Instant verification and branded digital experiences at the point of interaction.
Business Intelligence
Real-time data and insights from every product interaction across the supply chain.
Our Values
Security First
Security is at the core of everything we build. Our technology is designed to be impossible to replicate and trusted at global scale.
Innovation
We push the boundaries of what's possible in product identity, constantly evolving our platform to meet tomorrow's challenges.
Partnership
We succeed when our partners succeed. We work closely with brands, integrators, and industry bodies to deliver real outcomes.
Global Impact
We're building for a global market, creating technology that works across borders, languages, and industries.
Our Journey
FOUNDATION
2017–2022
Laava commercializes its foundational product authentication technology, with the support of Australian government innovation funding and early international deployments.
PLATFORM
2023–2024
Invisiprint and SmartQR help to expand Laava from authentication technology into a scalable, trusted product identity system, integrated with global packaging standards and existing production infrastructure.
SCALE
2025 →
Laava enters its next phase in deploying trusted product identity infrastructure with global brands, manufacturing ecosystems and strategic partners as the needs for authentication, traceability, DPP and product intelligence converge.
Leadership
Mark Cullinane
Chief Executive Officer
Cara Aley
Chief Operating Officer
Perry Everett
Chief Product Officer
Peter Faubert
Chief Financial Officer
Lindsay Doherty
Global Head of Sales
Marc Vezina
Chairman
World-Class Technology
At the heart of Laava is our patented Smart QR™ technology — a unique, secure, and non-replicable digital identity for every physical product. Unlike standard QR codes or holograms, Smart QR codes cannot be copied or counterfeited.
The broader Laava Trust System™ delivers real-time authentication, branded consumer experiences, and actionable data insights — all from a single scan with any smartphone camera.