A lawsuit filed by Brian McMullen has accused former business partner Hassan Mahmoud of raiding Iqonic to launch Noa.
McMullen’s lawsuit also fills in some gaps with respect to the formation of Iqonic, which we’ll go over before getting into the lawsuit itself.
BehindMLM
reviewed Iqonic
back in April. Company ownership details were absent on Iqonic’s website but marketing cited Hassan Mahmoud as founder and CEO.
To this day there is no mention of Brian McMullen on Iqonic’s website. This is and continues to be a significant disclosure failure on Iqonic’s part.
McMullen is a former Modere promoter (
Modere collapsed in August 2025
). After BehindMLM’s Iqonic review in April 2025,
McMullen turned up as founder of Nueva
a month later.
Given Iqonic’s continuing ownership and executive disclosure failures (potential FTC Act violations), it’s unclear whether McMullen is running both Iqonic and Nueva (Nueva also hides ownership and executive information from consumers).
Iqonic is run through the company Icon Academy LLC, a Delaware company owned by McMullen and Hassan Mahmoud.
Instead of suing Mahmoud himself, McMullen has done so by opting to have Icon Academy as the Plaintiff. Obviously Mahmoud isn’t suing himself, so to keep things simple we’ll cite McMullen as the suing party (plaintiff).
For reference, McMullen’s lawsuit names Mahmoud and Noa Techs – FZCO as defendants.
FZCO denotes a Dubai registered company with multiple owners. These owners are not disclosed on Noa’s website.
Furthermore, as a matter of general due-diligence, any MLM company representing ties to Dubai
raises immediate red flags
.
One last note, in addition to owning Iqonic through Icon Academy, McMullen alleges Mahmoud also has “maintained multiple affiliate accounts” within Iqonic. These are assumed to have been placed at the top of Iqonic’s MLM promoter structure.
McMullen alleges Mahmoud used at least one of his affiliate accounts to “embezzle significant funds from” Iqonic.
It’s unclear whether McMullen also has multiple Iqonic affiliate accounts positioned in a similar manner.
Troubles within Iqonic, at least publicly, appear to have begun around July 2025. In his lawsuit, McMullen cites a social media post from Mahmoud dated July 15th, 2025;
Out of the public eye, McMullen alleges Mahmoud “began developing plans to raid Icon’s business and launch a competing direct sales company” in “early 2025”.
This is a bit confusing, seeing as Iqonic’s website domain was only registered in March 2025 (Iqonic itself didn’t launch until April 1st).
Mahmoud developed these plans while purporting to serve as Icon’s President and Chief Executive Officer.
Further, on information and belief, he began having secret conversations with certain affiliates to undermine McMullen’s managerial authority and to ensure they remained loyal to Mahmoud.
In addition, Mahmoud began making numerous false claims and excuses for failing to perform his commitments to the Company.
Coincid
🤖 Quick Answer
What is the lawsuit between Brian McMullen and Hassan Mahmoud about?Brian McMullen filed a lawsuit accusing his former business partner Hassan Mahmoud of raiding Iqonic to launch Noa. McMullen alleges Mahmoud exploited resources, intellectual property, or business infrastructure from Iqonic, a company they were both involved in, to establish the competing venture Noa without proper authorization or disclosure.
Who founded Iqonic and what role did Hassan Mahmoud hold?
Marketing materials cited Hassan Mahmoud as the founder and CEO of Iqonic. However, according to the lawsuit filed by Brian McMullen, McMullen was also a business partner in the venture. Notably, McMullen's name never appeared on Iqonic's website, which BehindMLM identified as a significant disclosure failure.
**What is Brian McMullen's background in
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Hassan Mahmoud