MindGeek, the owner of Pornhub and other adult entertainment websites, has a new name: Aylo. The company says the rebrand represents “the need for a fresh start,” as reported earlier by the New York Post.

After MindGeek CEO Feras Antoon and COO David Tassillo stepped down from the company last year, the private equity company Ethical Capital Partners took over MindGeek this past March.

“The decision to rebrand the company as Aylo, comes in response to the need for a fresh start and a renewed commitment to innovation, diverse and inclusive adult content, and trust and safety,” the post reads. “The new brand identity will be implemented across all company communications, marketing materials and digital platforms.”

Even with a total rebrand, it might be difficult to forget some of the major controversies MindGeek has faced. The company faced severe moderation issues for years, including the presence of child sexual abuse videos. Visa and Mastercard stopped offering payment services on Pornhub in 2020 due to the presence of “unlawful content” on the platform.

The company is now blocking states with laws that limit access to its websites, and the new name may be meant to help divorce the company from its problematic past. Aylo specifically wants us to know that its new name has no meaning at all — at least, not yet. “You won’t find ‘Aylo’ in a dictionary,” the company writes in an unsigned statement.