Who Are Samuel & Reuben Onuha?

Samuel and Reuben Onuha are Dutch brothers known for building the fashion label Icon Amsterdam, a streetwear and tailored menswear brand. They first gained attention as social media influencers before fully diving into online business and eCommerce.

Samuel started Icon Amsterdam in 2018, focusing on muscle‑fit trousers and modern men’s fashion. Ruben later joined to help scale operations and expand the business.

How They Got Started in eCommerce

Samuel’s entrepreneurial journey began when he discovered eCommerce in his late teens. He launched a Shopify store in 2018, initially experimenting with dropshipping products before pivoting to own‑brand fashion — the niche that would eventually define Icon Amsterdam.

His success didn’t come overnight. Early failures in product selection and marketing taught Samuel important lessons about testing, customer acquisition, and scaling.

Building Icon Amsterdam into a Global Brand

Growth & Revenue Claims

According to multiple online profiles and interviews, Icon Amsterdam reportedly scaled into a multimillion‑dollar brand, achieving annual revenue figures in the $20M–$30M range. Samuel has publicly stated that the business achieved eight‑figure revenue annually, and the brand grew with the support of social media and influencer exposure.

The company’s success allowed the brothers to build a strong lifestyle presence online — showcasing luxury vehicles, travel, and a high‑profile lifestyle to inspire followers.

eCommerce Strategy — What They Claim Works

1. Own‑Brand Focus

Rather than relying entirely on low‑margin dropshipping, Samuel shifted to selling products under his own brand, which can command higher pricing and customer loyalty when done right.

2. Social Media & Influencer Marketing

The Onuhas leveraged platforms like TikTok, Instagram, and YouTube to showcase lifestyle content and behind‑the‑scenes business insights — helping grow both their audience and brand visibility.

3. Mentorship & Coaching

Alongside running Icon Amsterdam, Samuel and Ruben launched Millionaire Commerce, a coaching program teaching others how to start and scale eCommerce businesses. They claim this mentorship has helped hundreds of entrepreneurs build their own stores.

Samuel’s messaging often emphasizes marketing skills, retention, and operational testing as keys to reaching seven‑ and eight‑figure revenues.

Lifestyle & Public Persona

The Onuha brothers parlayed their business success into social media fame, sharing luxury purchases — such as high‑end cars and a substantial Dubai residence — as symbols of their entrepreneurial achievements.

Their public presence has helped build a personal brand, with Samuel in particular using motivational content to position himself as a young self‑made millionaire.

Controversies & Criticisms

1. Revenue Verification & Skepticism

While the Onuhas claim high revenues, independent verification is limited. Some industry observers note that figures like “$30M per year” are based on social media statements and have not been audited by third‑party sources.

2. Coaching Program Critiques

Online communities contain mixed opinions about their eCommerce coaching and mentoring programs. Some students report success and praise the program’s guidance, while others describe it as overly expensive or ineffective.

3. Legal Issues & Rumors

Serious legal controversies emerged in 2025, when reports from news sites indicated that Samuel and Reuben were arrested in Dubai related to drug smuggling charges involving large quantities of cocaine — allegations that they deny and that remain part of ongoing legal proceedings.

These legal issues have complicated their public narrative and cast questions on the legitimacy of their “business success” image.

Key Takeaways: What Can Entrepreneurs Learn?

Whether fans view them as aspirational or cautionary, certain aspects of the Onuha story offer lessons for aspiring eCommerce founders:

• Brand Ownership > Generic Dropshipping: Creating your own branded products can offer higher margins and customer loyalty.
• Marketing Matters: Strategic use of social platforms can dramatically amplify visibility and sales.
• Question Public Claims: High revenue claims on social media should be treated with scrutiny unless backed by verified evidence.
• Business + Ethics: Long‑term success requires both sound business practices and legal compliance.

Conclusion

Samuel and Reuben Onuha’s journey — from small‑town beginnings to building a globally visible eCommerce brand — exemplifies the power of online business and social media influence. Their story includes claims of $20M–$30M annual revenue and a strong lifestyle brand identity. Yet, it is equally marked by controversy, skepticism, and legal challenges.

Entrepreneurs looking to learn from their example should focus on proven business fundamentals, verified performance metrics, and ethical growth strategies — rather than solely on luxury lifestyles or revenue tallies quoted on social media.