Johnson & Johnson’s planned “New Consumer Health Company” now has a name—Kenvue.

Pronounced ken·view, the name comes from “ken,” meaning knowledge, an English word primarily used in Scotland, and “vue,” which references sight, according to J&J.

“Unveiling the Kenvue brand is a defining moment for our stakeholders and an important part of the planned separation,” said Thibaut Mongon, CEO designate, Kenvue, the planned New Consumer Health Company. “We breathe life into some of the world’s most iconic and beloved brands every day, so we harnessed that same expertise, love, and energy into developing our new corporate identity.”

J&J announced its plan to create two standalone companies in late 2021.

Kenvue’s purpose, Realize the Extraordinary Power of Everyday Care, will guide the company’s actions and long-term aspirations, from strategy to talent philosophy, and more, said J&J.

“We believe that daily self-care rituals add up over time and have a profound cumulative impact on your wellbeing. This is the extraordinary power of everyday care. And our work is to put that power into the hands of consumers around the world,” Mongon adds.

Along with the name and purpose, Kenvue’s visual identity represents the company’s timelessness, while allowing space for its iconic brands to also have a home. The new logo centers on the “K” symbol, embodying the company’s strengths—the geometry of the rectangle representing scientific precision and the round edges evoking the warmth of care.

Kenvue will become a standalone leading global consumer health company in 2023, subject to legal requirements including consultation with works councils and employee representatives, as required. The Kenvue portfolio includes Aveeno, Neutrogena, Johnsons, Dr. CI: Labo in beauty as well as J&J’s iconic Band-Aid, Listerine and Tylenol brands.

J&J’s Consumer Health segment generated revenue of $14.6 billion in Full-Year 2021 and, following the planned separation, Kenvue would generate sales in more than 100 countries, driven by world-class innovation capabilities and demonstrated business momentum.