diff --git a/app/bookmarks_strings.grdp b/app/bookmarks_strings.grdp
index f01814b384d3..2447864a1228 100644
--- a/app/bookmarks_strings.grdp
+++ b/app/bookmarks_strings.grdp
@@ -70,8 +70,8 @@
     <message name="IDS_BOOKMARK_BAR_OPEN_ALL_NEW_WINDOW" desc="Menu title for opening all urls in a bookmark folder in a new window">
       Open all bookmarks in &amp;new window
     </message>
-    <message name="IDS_BOOKMARK_BAR_OPEN_ALL_INCOGNITO" desc="Menu description for opening all urls in a bookmark folder in an incognito window">
-        Open all bookmarks in &amp;incognito window
+    <message name="IDS_BOOKMARK_BAR_OPEN_ALL_INCOGNITO" desc="Menu description for opening all urls in a bookmark folder in a private window">
+        Open all bookmarks in &amp;private window
     </message>
     <message name="IDS_BOOKMARK_BAR_OPEN_ALL_COUNT" desc="Menu title for opening all urls in a bookmark folder">
         {COUNT, plural,
@@ -85,11 +85,11 @@
           =1 {Open in &amp;new window}
           other {Open all (#) in &amp;new window}}
     </message>
-    <message name="IDS_BOOKMARK_BAR_OPEN_ALL_COUNT_INCOGNITO" desc="Menu description for opening all urls in a bookmark folder in an incognito window">
+    <message name="IDS_BOOKMARK_BAR_OPEN_ALL_COUNT_INCOGNITO" desc="Menu description for opening all urls in a bookmark folder in a private window">
         {COUNT, plural,
-          =0 {Open all in &amp;incognito window}
-          =1 {Open in &amp;incognito window}
-          other {Open all (#) in &amp;incognito window}}
+          =0 {Open all in &amp;private window}
+          =1 {Open in &amp;private window}
+          other {Open all (#) in &amp;private window}}
     </message>
     <message name="IDS_BOOKMARK_BAR_OPEN_IN_NEW_TAB" desc="Menu description for loading bookmark in a new tab">
       &amp;Open in new tab
@@ -97,8 +97,8 @@
     <message name="IDS_BOOKMARK_BAR_OPEN_IN_NEW_WINDOW" desc="Menu description for loading bookmark in a new window">
       Open in &amp;new window
     </message>
-    <message name="IDS_BOOKMARK_BAR_OPEN_INCOGNITO" desc="Menu description for opening bookmark in incognito window">
-      Open in &amp;incognito window
+    <message name="IDS_BOOKMARK_BAR_OPEN_INCOGNITO" desc="Menu description for opening bookmark in private window">
+      Open in &amp;private window
     </message>
     <message name="IDS_BOOKMARK_BAR_EDIT" desc="Title of the bookmark context menu item that brings up the bookmark editor">
       &amp;Edit...
@@ -128,8 +128,8 @@
     <message name="IDS_BOOKMARK_BAR_OPEN_ALL_NEW_WINDOW" desc="In Title Case: Menu title for opening all urls in a bookmark folder in a new window">
         Open All Bookmarks in &amp;New Window
     </message>
-    <message name="IDS_BOOKMARK_BAR_OPEN_ALL_INCOGNITO" desc="In Title Case: Menu description for opening all urls in a bookmark folder in an incognito window">
-        Open All Bookmarks in &amp;Incognito Window
+    <message name="IDS_BOOKMARK_BAR_OPEN_ALL_INCOGNITO" desc="In Title Case: Menu description for opening all urls in a bookmark folder in a private window">
+        Open All Bookmarks in &amp;Private Window
     </message>
     <message name="IDS_BOOKMARK_BAR_OPEN_ALL_COUNT" desc="In Title Case: Menu title for opening all urls in a bookmark folder">
         {COUNT, plural,
@@ -143,11 +143,11 @@
           =1 {Open in &amp;New Window}
           other {Open All (#) in &amp;New Window}}
     </message>
-    <message name="IDS_BOOKMARK_BAR_OPEN_ALL_COUNT_INCOGNITO" desc="In Title Case: Menu description for opening all urls in a bookmark folder in an incognito window">
+    <message name="IDS_BOOKMARK_BAR_OPEN_ALL_COUNT_INCOGNITO" desc="In Title Case: Menu description for opening all urls in a bookmark folder in a private window">
         {COUNT, plural,
-          =0 {Open All in &amp;Incognito Window}
-          =1 {Open in &amp;Incognito Window}
-          other {Open All (#) in &amp;Incognito Window}}
+          =0 {Open All in &amp;Private Window}
+          =1 {Open in &amp;Private Window}
+          other {Open All (#) in &amp;Private Window}}
     </message>
     <message name="IDS_BOOKMARK_BAR_OPEN_IN_NEW_TAB" desc="In Title Case: Menu description for loading bookmark in a new tab">
       &amp;Open in New Tab
@@ -155,8 +155,8 @@
     <message name="IDS_BOOKMARK_BAR_OPEN_IN_NEW_WINDOW" desc="In Title Case: Menu description for loading bookmark in a new window">
       Open in &amp;New Window
     </message>
-    <message name="IDS_BOOKMARK_BAR_OPEN_INCOGNITO" desc="In Title Case: Menu description for opening bookmark in incognito window">
-      Open in &amp;Incognito Window
+    <message name="IDS_BOOKMARK_BAR_OPEN_INCOGNITO" desc="In Title Case: Menu description for opening bookmark in private window">
+      Open in &amp;Private Window
     </message>
     <message name="IDS_BOOKMARK_BAR_EDIT" desc="In Title Case: Title of the bookmark context menu item that brings up the bookmark editor">
       &amp;Edit...
@@ -442,8 +442,8 @@
   <message name="IDS_MD_BOOKMARK_MANAGER_MENU_OPEN_ALL_NEW_WINDOW" desc="Menu title for opening all urls in a bookmark folder in a new window">
     Open all in new window
   </message>
-  <message name="IDS_MD_BOOKMARK_MANAGER_MENU_OPEN_ALL_INCOGNITO" desc="Menu description for opening all urls in a bookmark folder in an incognito window">
-    Open all in incognito window
+  <message name="IDS_MD_BOOKMARK_MANAGER_MENU_OPEN_ALL_INCOGNITO" desc="Menu description for opening all urls in a bookmark folder in a private window">
+    Open all in private window
   </message>
   <message name="IDS_MD_BOOKMARK_MANAGER_MENU_OPEN_IN_NEW_TAB" desc="Menu description for opening a bookmark in a new tab">
     Open in new tab
@@ -451,8 +451,8 @@
   <message name="IDS_MD_BOOKMARK_MANAGER_MENU_OPEN_IN_NEW_WINDOW" desc="Menu description for opening a bookmark in a new window">
     Open in new window
   </message>
-  <message name="IDS_MD_BOOKMARK_MANAGER_MENU_OPEN_INCOGNITO" desc="Menu description for opening a bookmark in incognito window">
-    Open in incognito window
+  <message name="IDS_MD_BOOKMARK_MANAGER_MENU_OPEN_INCOGNITO" desc="Menu description for opening a bookmark in private window">
+    Open in private window
   </message>
   <message name="IDS_MD_BOOKMARK_MANAGER_MENU_RENAME" desc="Title of the bookmark list dropdown menu item that renames folders.">
     Rename
diff --git a/app/brave_strings.grd b/app/brave_strings.grd
index e381608e828f..67139242a249 100644
--- a/app/brave_strings.grd
+++ b/app/brave_strings.grd
@@ -532,8 +532,8 @@ Brave is unable to recover your settings.
       </message>
 
       <!-- chrome://settings/extensions page -->
-      <message name="IDS_EXTENSIONS_INCOGNITO_WARNING" desc="Warns the user that Brave cannot prevent extensions from recording history in incognito mode. Displayed in extensions management UI after an extension is selected to be run in incognito mode.">
-        Warning: Brave cannot prevent extensions from recording your browsing history. To disable this extension in incognito mode, unselect this option.
+      <message name="IDS_EXTENSIONS_INCOGNITO_WARNING" desc="Warns the user that Brave cannot prevent extensions from recording history in private mode. Displayed in extensions management UI after an extension is selected to be run in private mode.">
+        Warning: Brave cannot prevent extensions from recording your browsing history. To disable this extension in private mode, unselect this option.
       </message>
       <message name="IDS_EXTENSIONS_UNINSTALL" desc="The link for uninstalling extensions.">
         Remove from Brave...
@@ -910,16 +910,16 @@ Please check your email at <ph name="ACCOUNT_EMAIL">$2<ex>jane.doe@example.com</
           <message name="IDS_CONTENT_CONTEXT_OPENLINKNEWTAB_INAPP" desc="The name of the command to open a link in a newly created browser tab when the user is in an app window">
             Open link in new Brave &amp;tab
           </message>
-          <message name="IDS_CONTENT_CONTEXT_OPENLINKOFFTHERECORD_INAPP" desc="The name of the command to open a link in an incognito browser window when the user is in an app window">
-            Open link in Brave inco&amp;gnito window
+          <message name="IDS_CONTENT_CONTEXT_OPENLINKOFFTHERECORD_INAPP" desc="The name of the command to open a link in a private browser window when the user is in an app window">
+            Open link in Brave &amp;private window
           </message>
         </if>
         <if expr="use_titlecase">
           <message name="IDS_CONTENT_CONTEXT_OPENLINKNEWTAB_INAPP" desc="In Title Case: The name of the command to open a link in a newly created browser tab when the user is in an app window">
             Open Link in New Brave &amp;tab
           </message>
-          <message name="IDS_CONTENT_CONTEXT_OPENLINKOFFTHERECORD_INAPP" desc="In Title Case: The name of the command to open a link in an incognito browser window when the user is in an app window">
-            Open Link in Brave Inco&amp;gnito Window
+          <message name="IDS_CONTENT_CONTEXT_OPENLINKOFFTHERECORD_INAPP" desc="In Title Case: The name of the command to open a link in a private browser window when the user is in an app window">
+            Open Link in Brave &amp;Private Window
           </message>
         </if>
       </if>
diff --git a/app/generated_resources.grd b/app/generated_resources.grd
index bd30c24e7888..26c4e822d419 100644
--- a/app/generated_resources.grd
+++ b/app/generated_resources.grd
@@ -396,8 +396,8 @@ are declared in tools/grit/grit_rule.gni.
             Open link in new &amp;window
           </message>
           <!-- Also update IDS_CONTENT_CONTEXT_OPENLINKOFFTHERECORD_INAPP in google_chrome_strings.grd and chromium_strings.grd. -->
-          <message name="IDS_CONTENT_CONTEXT_OPENLINKOFFTHERECORD" desc="The name of the open a link in incognito window command">
-            Open link in inco&amp;gnito window
+          <message name="IDS_CONTENT_CONTEXT_OPENLINKOFFTHERECORD" desc="The name of the open a link in private window command">
+            Open link in &amp;private window
           </message>
           <message name="IDS_CONTENT_CONTEXT_OPENLINKINPROFILES" desc="The name of the open a link as a different user context menu">
             Open link as
@@ -608,8 +608,8 @@ are declared in tools/grit/grit_rule.gni.
             Open Link in New &amp;Window
           </message>
           <!-- Also update IDS_CONTENT_CONTEXT_OPENLINKOFFTHERECORD_INAPP in google_chrome_strings.grd and chromium_strings.grd. -->
-          <message name="IDS_CONTENT_CONTEXT_OPENLINKOFFTHERECORD" desc="In Title Case: The name of the open a link in incognito window command">
-            Open Link in Inco&amp;gnito Window
+          <message name="IDS_CONTENT_CONTEXT_OPENLINKOFFTHERECORD" desc="In Title Case: The name of the open a link in private window command">
+            Open Link in &amp;Private Window
           </message>
           <message name="IDS_CONTENT_CONTEXT_OPENLINKINPROFILES" desc="In Title Case: The name of the open a link as a different user context menu">
             Open Link as
@@ -826,8 +826,8 @@ are declared in tools/grit/grit_rule.gni.
           <message name="IDS_NEW_WINDOW" desc="The text label of a menu item for opening a new window">
             &amp;New window
           </message>
-          <message name="IDS_NEW_INCOGNITO_WINDOW" desc="The text label of a menu item for opening a new incognito window">
-            New &amp;incognito window
+          <message name="IDS_NEW_INCOGNITO_WINDOW" desc="The text label of a menu item for opening a new private window">
+            New &amp;private window
           </message>
           <message name="IDS_PIN_TO_START_SCREEN" desc="The text label of the Pin to start screen menu item">
             Pin this page to Start screen...
@@ -897,8 +897,8 @@ are declared in tools/grit/grit_rule.gni.
           <message name="IDS_NEW_WINDOW" desc="In Title Case: The text label of a menu item for opening a new window">
             &amp;New Window
           </message>
-          <message name="IDS_NEW_INCOGNITO_WINDOW" desc="In Title Case: The text label of a menu item for opening a new incognito window">
-            New &amp;Incognito Window
+          <message name="IDS_NEW_INCOGNITO_WINDOW" desc="In Title Case: The text label of a menu item for opening a new private window">
+            New &amp;Private Window
           </message>
           <message name="IDS_PIN_TO_START_SCREEN" desc="In Title Case: The text label of the Pin to start screen menu item">
             Pin this Page to Start Screen...
@@ -1530,8 +1530,8 @@ are declared in tools/grit/grit_rule.gni.
       <message name="IDS_DOWNLOAD_BY_EXTENSION_URL" desc="Indicates which extension downloaded this file by name and URL.">
         Downloaded by &lt;a href="<ph name="URL">$1<ex>adblock.com</ex></ph>"&gt;<ph name="EXTENSION">$2<ex>The Best Brave Extension Ever</ex></ph>&lt;/a&gt;
       </message>
-      <message name="IDS_DOWNLOAD_IN_INCOGNITO" desc="Indicates a download was started in Incognito mode.">
-        Downloaded in Incognito
+      <message name="IDS_DOWNLOAD_IN_INCOGNITO" desc="Indicates a download was started in Private mode.">
+        Downloaded in Private
       </message>
 
       <!-- Download Alerts for Accessibility -->
@@ -1697,33 +1697,33 @@ are declared in tools/grit/grit_rule.gni.
       </if>
 
       <!-- Abandon in-progress downloads confirmation dialog -->
-      <message name="IDS_ABANDON_DOWNLOAD_DIALOG_TITLE" desc="Title of the dialog shown when the user closes the browser or the last incognito window while one or more downloads are in progress. If necessary, add '#' for plural cases. [ICU Syntax]">
+      <message name="IDS_ABANDON_DOWNLOAD_DIALOG_TITLE" desc="Title of the dialog shown when the user closes the browser or the last private window while one or more downloads are in progress. If necessary, add '#' for plural cases. [ICU Syntax]">
         {NUM_DOWNLOAD, plural,
         =1 {Download is in progress} other {Downloads are in progress}}
       </message>
       <if expr="not use_titlecase">
-        <message name="IDS_ABANDON_DOWNLOAD_DIALOG_CONTINUE_BUTTON" desc="Button text on a dialog shown when the user closes the browser or the last incognito window while one or more downloads are in progress. When clicked, the button will continue the download without exiting.">
+        <message name="IDS_ABANDON_DOWNLOAD_DIALOG_CONTINUE_BUTTON" desc="Button text on a dialog shown when the user closes the browser or the last private window while one or more downloads are in progress. When clicked, the button will continue the download without exiting.">
           Continue downloading
         </message>
       </if>
       <if expr="use_titlecase">
-        <message name="IDS_ABANDON_DOWNLOAD_DIALOG_CONTINUE_BUTTON" desc="In Title Case: Button text on a dialog shown when the user closes the browser or the last incognito window while one or more downloads are in progress. When clicked, the button will continue the download without exiting.">
+        <message name="IDS_ABANDON_DOWNLOAD_DIALOG_CONTINUE_BUTTON" desc="In Title Case: Button text on a dialog shown when the user closes the browser or the last private window while one or more downloads are in progress. When clicked, the button will continue the download without exiting.">
           Continue Downloading
         </message>
       </if>
       <if expr="not is_macosx">
-        <message name="IDS_ABANDON_DOWNLOAD_DIALOG_INCOGNITO_MESSAGE" desc="Message on a dialog shown when the user closes the last incognito window while one or more downloads are in progress. This string is shown on Windows, Brave OS, and Linux, which all use 'Exit' to refer to closing a browser.">
-          Exit incognito mode anyway?
+        <message name="IDS_ABANDON_DOWNLOAD_DIALOG_INCOGNITO_MESSAGE" desc="Message on a dialog shown when the user closes the last private window while one or more downloads are in progress. This string is shown on Windows, Brave OS, and Linux, which all use 'Exit' to refer to closing a browser.">
+          Exit private mode anyway?
         </message>
-        <message name="IDS_ABANDON_DOWNLOAD_DIALOG_EXIT_BUTTON" desc="Button text on a dialog shown when the user closes the browser or the last incognito window while one or more downloads are in progress. When clicked, the button will abandon the download and exit. This string is shown on Windows, Brave OS, and Linux, which all use 'Exit' to refer to closing a browser.">
+        <message name="IDS_ABANDON_DOWNLOAD_DIALOG_EXIT_BUTTON" desc="Button text on a dialog shown when the user closes the browser or the last private window while one or more downloads are in progress. When clicked, the button will abandon the download and exit. This string is shown on Windows, Brave OS, and Linux, which all use 'Exit' to refer to closing a browser.">
           Exit
         </message>
       </if>
       <if expr="is_macosx">
-        <message name="IDS_ABANDON_DOWNLOAD_DIALOG_INCOGNITO_MESSAGE" desc="Message on a dialog shown when the user closes the last incognito window while one or more downloads are in progress. This string is shown on Mac OSX only, which uses 'Quit' to refer to closing a browser.">
-          Quit incognito mode anyway?
+        <message name="IDS_ABANDON_DOWNLOAD_DIALOG_INCOGNITO_MESSAGE" desc="Message on a dialog shown when the user closes the last private window while one or more downloads are in progress. This string is shown on Mac OSX only, which uses 'Quit' to refer to closing a browser.">
+          Quit private mode anyway?
         </message>
-        <message name="IDS_ABANDON_DOWNLOAD_DIALOG_EXIT_BUTTON" desc="Button text on a dialog shown when the user closes the browser or the last incognito window while one or more downloads are in progress. When clicked, the button will abandon the download and quit. This string is shown on Mac OSX only, which uses 'Quit' to refer to closing a browser.">
+        <message name="IDS_ABANDON_DOWNLOAD_DIALOG_EXIT_BUTTON" desc="Button text on a dialog shown when the user closes the browser or the last private window while one or more downloads are in progress. When clicked, the button will abandon the download and quit. This string is shown on Mac OSX only, which uses 'Quit' to refer to closing a browser.">
           Quit
         </message>
       </if>
@@ -2960,20 +2960,20 @@ are declared in tools/grit/grit_rule.gni.
         <message name="IDS_TASK_MANAGER_EXTENSION_PREFIX" desc="The prefix for a Task Manager extension row (always visible if the extension has a view)">
           Extension: <ph name="EXTENSION_NAME">$1<ex>Sample Extension</ex></ph>
         </message>
-        <message name="IDS_TASK_MANAGER_EXTENSION_INCOGNITO_PREFIX" desc="The prefix for a Task Manager incognito extension row (may not be visible if incognito is not open)">
-          Incognito Extension: <ph name="EXTENSION_NAME">$1<ex>Sample Extension</ex></ph>
+        <message name="IDS_TASK_MANAGER_EXTENSION_INCOGNITO_PREFIX" desc="The prefix for a Task Manager private extension row (may not be visible if private is not open)">
+          Private Extension: <ph name="EXTENSION_NAME">$1<ex>Sample Extension</ex></ph>
         </message>
         <message name="IDS_TASK_MANAGER_APP_PREFIX" desc="The prefix for a Task Manager app row (always visible if the app has a view)">
           App: <ph name="APP_NAME">$1<ex>Sample App</ex></ph>
         </message>
-        <message name="IDS_TASK_MANAGER_APP_INCOGNITO_PREFIX" desc="The prefix for a Task Manager incognito app row (may not be visible if the app is not open in incognito)">
-          Incognito App: <ph name="APP_NAME">$1<ex>Sample App</ex></ph>
+        <message name="IDS_TASK_MANAGER_APP_INCOGNITO_PREFIX" desc="The prefix for a Task Manager private app row (may not be visible if the app is not open in private)">
+          Private App: <ph name="APP_NAME">$1<ex>Sample App</ex></ph>
         </message>
         <message name="IDS_TASK_MANAGER_TAB_PREFIX" desc="The prefix for a Task Manager Tab row">
           Tab: <ph name="TAB_NAME">$1<ex>Brave</ex></ph>
         </message>
-        <message name="IDS_TASK_MANAGER_TAB_INCOGNITO_PREFIX" desc="The prefix for a Task Manager incognito Tab row (may not be visible if incognito is not open)">
-          Incognito Tab: <ph name="TAB_NAME">$1<ex>Brave</ex></ph>
+        <message name="IDS_TASK_MANAGER_TAB_INCOGNITO_PREFIX" desc="The prefix for a Task Manager private Tab row (may not be visible if private is not open)">
+          Private Tab: <ph name="TAB_NAME">$1<ex>Brave</ex></ph>
         </message>
         <message name="IDS_TASK_MANAGER_BACKGROUND_APP_PREFIX" desc="The prefix for a Task Manager background app task representing a BackgroundContents">
           Background App: <ph name="BACKGROUND_APP_URL">$1<ex>http://www.google.com</ex></ph>
@@ -3014,8 +3014,8 @@ are declared in tools/grit/grit_rule.gni.
         <message name="IDS_TASK_MANAGER_SUBFRAME_PREFIX" desc="The prefix for a out-of-process-iframe row in the Task Manager (these processes are created when site isolation is enabled)">
           Subframe: <ph name="SUBFRAME_SITE">$1<ex>https://youtube.com/</ex></ph>
         </message>
-        <message name="IDS_TASK_MANAGER_SUBFRAME_INCOGNITO_PREFIX" desc="The prefix for an Incognito out-of-process-iframe process row in the Task Manager (these processes are created when site isolation is enabled, in incognito mode)">
-          Incognito Subframe: <ph name="SUBFRAME_SITE">$1<ex>https://youtube.com/</ex></ph>
+        <message name="IDS_TASK_MANAGER_SUBFRAME_INCOGNITO_PREFIX" desc="The prefix for a Private out-of-process-iframe process row in the Task Manager (these processes are created when site isolation is enabled, in private mode)">
+          Private Subframe: <ph name="SUBFRAME_SITE">$1<ex>https://youtube.com/</ex></ph>
         </message>
         <message name="IDS_TASK_MANAGER_ARC_PREFIX" desc="The prefix for an ARC general process row">
           App: <ph name="ARC_PROCESS_NAME">$1<ex>com.android.systemui</ex></ph>
@@ -3032,8 +3032,8 @@ are declared in tools/grit/grit_rule.gni.
         <message name="IDS_TASK_MANAGER_ISOLATED_SUBFRAMES_PREFIX" desc="The prefix for an out-of-process-iframe row in the Task Manager for subframes that were isolated because of 'top document isolation' mode">
           Subframes for: <ph name="PARENT_SITE">$1<ex>https://youtube.com/</ex></ph>
         </message>
-        <message name="IDS_TASK_MANAGER_ISOLATED_INCOGNITO_SUBFRAMES_PREFIX" desc="The prefix for an Incognito out-of-process-iframe row in the Task Manager for subframes that were isolated because of 'top document isolation' mode">
-          Incognito subframes for: <ph name="PARENT_SITE">$1<ex>https://youtube.com/</ex></ph>
+        <message name="IDS_TASK_MANAGER_ISOLATED_INCOGNITO_SUBFRAMES_PREFIX" desc="The prefix for a Private out-of-process-iframe row in the Task Manager for subframes that were isolated because of 'top document isolation' mode">
+          Private subframes for: <ph name="PARENT_SITE">$1<ex>https://youtube.com/</ex></ph>
         </message>
       </if>
 
@@ -3233,10 +3233,10 @@ are declared in tools/grit/grit_rule.gni.
       </message>
 
       <!-- Extension/App install dialog strings -->
-      <message name="IDS_EXTENSION_PROMPT_APP_CONNECT_FROM_INCOGNITO" desc="Shown when a website tries to connect to an app from incognito mode, prompting the user to allow or deny the request.">
+      <message name="IDS_EXTENSION_PROMPT_APP_CONNECT_FROM_INCOGNITO" desc="Shown when a website tries to connect to an app from private mode, prompting the user to allow or deny the request.">
         <ph name="ORIGIN">$1<ex>http://www.google.com</ex></ph> wants to communicate with the app "<ph name="EXTENSION_NAME">$2<ex>Gmail</ex></ph>"
       </message>
-      <message name="IDS_EXTENSION_PROMPT_EXTENSION_CONNECT_FROM_INCOGNITO" desc="Shown when a website tries to connect to an extension from incognito mode, prompting the user to allow or deny the request.">
+      <message name="IDS_EXTENSION_PROMPT_EXTENSION_CONNECT_FROM_INCOGNITO" desc="Shown when a website tries to connect to an extension from private mode, prompting the user to allow or deny the request.">
         <ph name="ORIGIN">$1<ex>http://www.google.com</ex></ph> wants to communicate with the extension "<ph name="EXTENSION_NAME">$2<ex>Gmail Checker</ex></ph>"
       </message>
       <message name="IDS_EXTENSION_PROMPT_WILL_HAVE_ACCESS_TO" desc="Second line in the content area of the extension or app installation prompt. Note that the exact wording is important. This should mean that the extension or app _can_ access the listed privileges, but not necessarily that it will or needs to.">
@@ -4781,8 +4781,8 @@ Keep your key file in a safe place. You will need it to create new versions of y
       </if>
 
       <!--Accessible name/action strings-->
-      <message name="IDS_ACCESSIBLE_INCOGNITO_WINDOW_TITLE_FORMAT" desc="The format for the accessible title of an incognito window">
-        <ph name="WINDOW_TITLE">$1</ph> (Incognito)
+      <message name="IDS_ACCESSIBLE_INCOGNITO_WINDOW_TITLE_FORMAT" desc="The format for the accessible title of a private window">
+        <ph name="WINDOW_TITLE">$1</ph> (Private)
       </message>
       <message name="IDS_ACCESSIBLE_WINDOW_TITLE_WITH_PROFILE_FORMAT" desc="The format for describing the accessible window title when the window is associated with a particular named profile.">
         <ph name="WINDOW_TITLE">$1<ex>Wikipedia - Brave</ex></ph> - <ph name="PROFILE_NAME">$2<ex>John Smith</ex></ph>
@@ -4891,16 +4891,16 @@ Keep your key file in a safe place. You will need it to create new versions of y
         Get back here fast by bookmarking this page
       </message>
       <message name="IDS_INCOGNITOWINDOW_PROMO_0" desc="Variations option 1. Text shown on promotional UI appearing next to the App Menu button, which encourages users to use it.">
-        You can browse privately using an incognito window
+        You can browse privately using a private window
       </message>
       <message name="IDS_INCOGNITOWINDOW_PROMO_1" desc="Variations option 2. Text shown on promotional UI appearing next to the App Menu button, which encourages users to use it.">
-        Use the web without saving your browsing history with an incognito window
+        Use the web without saving your browsing history with a private window
       </message>
       <message name="IDS_INCOGNITOWINDOW_PROMO_2" desc="Variations option 3. Text shown on promotional UI appearing next to the App Menu button, which encourages users to use it.">
-        Using a shared computer? Try opening an incognito window.
+        Using a shared computer? Try opening a private window.
       </message>
       <message name="IDS_INCOGNITOWINDOW_PROMO_3" desc="Variations option 4. Text shown on promotional UI appearing next to the App Menu button, which encourages users to use it.">
-        To browse privately, click the dots icon menu to open an incognito window
+        To browse privately, click the dots icon menu to open a private window
       </message>
       <message name="IDS_NEWTAB_PROMO_0" desc="Variations option 1. Text shown on promotional UI appearing next to the New Tab button, which encourages users to use it.">
         Open a new tab with one click
@@ -7265,8 +7265,8 @@ Please help our engineers fix this problem. Tell us what happened right before y
         <message name="IDS_NEW_WINDOW_MAC" desc="The Mac menu item for opening a new window in the file menu.">
           New Window
         </message>
-        <message name="IDS_NEW_INCOGNITO_WINDOW_MAC" desc="The Mac menu item for opening a new incognito window in the file menu.">
-          New Incognito Window
+        <message name="IDS_NEW_INCOGNITO_WINDOW_MAC" desc="The Mac menu item for opening a new private window in the file menu.">
+          New Private Window
         </message>
         <message name="IDS_BACKGROUND_APPS_MAC" desc="The Mac submenu for opening Background Apps.">
           Background Apps
@@ -8115,8 +8115,8 @@ Please help our engineers fix this problem. Tell us what happened right before y
           <message name="IDS_APP_LIST_NEW_WINDOW" desc="The text label of the New Window menu item">
             New window
           </message>
-          <message name="IDS_APP_LIST_NEW_INCOGNITO_WINDOW" desc="The text label of the New incognito window menu item">
-            New incognito window
+          <message name="IDS_APP_LIST_NEW_INCOGNITO_WINDOW" desc="The text label of the New private window menu item">
+            New private window
           </message>
           <message name="IDS_APP_LIST_OEM_DEFAULT_FOLDER_NAME" desc="The default name for OEM folders in the App Launcher">
             OEM folder
@@ -8150,8 +8150,8 @@ Please help our engineers fix this problem. Tell us what happened right before y
           <message name="IDS_APP_LIST_NEW_WINDOW" desc="The text label of the New Window menu item">
             New Window
           </message>
-          <message name="IDS_APP_LIST_NEW_INCOGNITO_WINDOW" desc="The text label of the New incognito window menu item">
-            New Incognito Window
+          <message name="IDS_APP_LIST_NEW_INCOGNITO_WINDOW" desc="The text label of the New private window menu item">
+            New Private Window
           </message>
           <message name="IDS_APP_LIST_OEM_DEFAULT_FOLDER_NAME" desc="The default name for OEM folders in the App Launcher">
             OEM Folder
@@ -8541,16 +8541,16 @@ Please help our engineers fix this problem. Tell us what happened right before y
 
       <!-- External Navigation Strings -->
       <if expr="is_android or chromeos">
-        <message name="IDS_EXTERNAL_APP_LEAVE_INCOGNITO_WARNING" desc="Alert dialog text warning the user (who is currently in incognito mode) that the site they are currently using is going to share data with an external application." formatter_data="android_java">
-          This site is about to share information with an app outside of incognito mode.
+        <message name="IDS_EXTERNAL_APP_LEAVE_INCOGNITO_WARNING" desc="Alert dialog text warning the user (who is currently in private mode) that the site they are currently using is going to share data with an external application." formatter_data="android_java">
+          This site is about to share information with an app outside of private mode.
         </message>
-        <message name="IDS_EXTERNAL_APP_LEAVE_INCOGNITO_WARNING_TITLE" desc="Title for dialog asking if the user wants to leave incognito mode. [CHAR-LIMIT=32]" formatter_data="android_java">
-          Leave incognito mode?
+        <message name="IDS_EXTERNAL_APP_LEAVE_INCOGNITO_WARNING_TITLE" desc="Title for dialog asking if the user wants to leave private mode. [CHAR-LIMIT=32]" formatter_data="android_java">
+          Leave private mode?
         </message>
-        <message name="IDS_EXTERNAL_APP_LEAVE_INCOGNITO_STAY" desc="Label for the dialog button to stay in incognito mode. [CHAR-LIMIT=20]" formatter_data="android_java">
+        <message name="IDS_EXTERNAL_APP_LEAVE_INCOGNITO_STAY" desc="Label for the dialog button to stay in private mode. [CHAR-LIMIT=20]" formatter_data="android_java">
           Stay
         </message>
-        <message name="IDS_EXTERNAL_APP_LEAVE_INCOGNITO_LEAVE" desc="Label for the dialog button to leave incognito mode. [CHAR-LIMIT=20]" formatter_data="android_java">
+        <message name="IDS_EXTERNAL_APP_LEAVE_INCOGNITO_LEAVE" desc="Label for the dialog button to leave private mode. [CHAR-LIMIT=20]" formatter_data="android_java">
           Leave
         </message>
         <message name="IDS_EXTERNAL_APP_RESTRICTED_ACCESS_ERROR" desc="A message shown to the user if Brave receives a file view request to something Brave does not have access to view." formatter_data="android_java">
diff --git a/app/md_extensions_strings.grdp b/app/md_extensions_strings.grdp
index 2b0e63bf2735..f59a97afc122 100644
--- a/app/md_extensions_strings.grdp
+++ b/app/md_extensions_strings.grdp
@@ -50,8 +50,8 @@
   <message name="IDS_EXTENSIONS_VIEW_INACTIVE" desc="Text that signifies that the extension view is an inactive transient page.">
     (Inactive)
   </message>
-  <message name="IDS_EXTENSIONS_VIEW_INCOGNITO" desc="Text that signifies that the extension view is in an incognito process.">
-    (Incognito)
+  <message name="IDS_EXTENSIONS_VIEW_INCOGNITO" desc="Text that signifies that the extension view is in a private process.">
+    (Private)
   </message>
   <message name="IDS_MD_EXTENSIONS_DEVELOPER_MODE" desc="The text displayed next to the checkbox to toggle developer mode in the extensions page.">
     Developer mode
@@ -131,8 +131,8 @@
   <message name="IDS_MD_EXTENSIONS_ITEM_NO_ACTIVE_VIEWS" desc="Placeholder text when the extension Inspect Views list is empty.">
     No active views
   </message>
-  <message name="IDS_MD_EXTENSIONS_ITEM_ALLOW_INCOGNITO" desc="The text next to the checkbox to enable an extension in incognito mode.">
-    Allow in incognito
+  <message name="IDS_MD_EXTENSIONS_ITEM_ALLOW_INCOGNITO" desc="The text next to the checkbox to enable an extension in private mode.">
+    Allow in private
   </message>
   <message name="IDS_MD_EXTENSIONS_ITEM_DEPENDENCIES" desc="The label above a list of any extensions that depend on this extension.">
     The following extensions depend on this extension:
diff --git a/app/profiles_strings.grdp b/app/profiles_strings.grdp
index 84fac3fc9b50..5b7fbc5d5fbc 100644
--- a/app/profiles_strings.grdp
+++ b/app/profiles_strings.grdp
@@ -18,8 +18,8 @@
   <message name="IDS_GENERIC_USER_AVATAR_LABEL" desc="Label shown for the user that is currently active, when there are multiple user accounts.">
     Current user
   </message>
-  <message name="IDS_AVATAR_BUTTON_INCOGNITO_TOOLTIP" desc="Tooltip for the inactive avatar button when the user is in incognito mode.">
-    You're incognito
+  <message name="IDS_AVATAR_BUTTON_INCOGNITO_TOOLTIP" desc="Tooltip for the inactive avatar button when the user is in private mode.">
+    This is a private window
   </message>
   <message name="IDS_AVATAR_BUTTON_SYNC_ERROR" desc="Short label for the avatar button when there are sync errors for the current profile." meaning="An error has occurred during sync">
     Error
diff --git a/app/settings_strings.grdp b/app/settings_strings.grdp
index 51d4e6887658..dbcafc2b9e7e 100644
--- a/app/settings_strings.grdp
+++ b/app/settings_strings.grdp
@@ -3116,14 +3116,14 @@
   <message name="IDS_SETTINGS_SITE_SETTINGS_REMOVE" desc="A label for the action of removing (deleting) a certain handler.">
     Remove
   </message>
-  <message name="IDS_SETTINGS_SITE_SETTINGS_INCOGNITO_ONLY" desc="A label for the checkbox to make the rule apply to the current incognito session only.">
-    Current incognito session only
+  <message name="IDS_SETTINGS_SITE_SETTINGS_INCOGNITO_ONLY" desc="A label for the checkbox to make the rule apply to the current private session only.">
+    Current private session only
   </message>
-  <message name="IDS_SETTINGS_SITE_SETTINGS_INCOGNITO" desc="A label for a site rule that only applies to the current incognito session.">
-    Current incognito session
+  <message name="IDS_SETTINGS_SITE_SETTINGS_INCOGNITO" desc="A label for a site rule that only applies to the current private session.">
+    Current private session
   </message>
-  <message name="IDS_SETTINGS_SITE_SETTINGS_INCOGNITO_EMBEDDED" desc="A label for a site rule that specifies an embedded origin and only applies to the current incognito session.">
-    Current incognito session (<ph name="EMBEDDING">$1<ex>embedded on google.com</ex></ph>)
+  <message name="IDS_SETTINGS_SITE_SETTINGS_INCOGNITO_EMBEDDED" desc="A label for a site rule that specifies an embedded origin and only applies to the current private session.">
+    Current private session (<ph name="EMBEDDING">$1<ex>embedded on google.com</ex></ph>)
   </message>
   <message name="IDS_SETTINGS_SITE_SETTINGS_NO_ZOOMED_SITES" desc="A label explaining that no sites have a configured zoom in/out value.">
     No sites have been zoomed in or out
diff --git a/app/vr_strings.grdp b/app/vr_strings.grdp
index 085655f1f5fa..020a7ce6f282 100644
--- a/app/vr_strings.grdp
+++ b/app/vr_strings.grdp
@@ -106,8 +106,8 @@
   <message name="IDS_VR_BUTTON_APP_REPOSITION" desc="This is the label for the app button while in reposition mode">
     Finish
   </message>
-  <message name="IDS_VR_MENU_NEW_INCOGNITO_TAB" desc="Menu item for opening a new incognito tab that facilitates pseudononymous browsing. [CHAR-LIMIT=27]">
-    New incognito tab
+  <message name="IDS_VR_MENU_NEW_INCOGNITO_TAB" desc="Menu item for opening a new private tab that facilitates pseudononymous browsing. [CHAR-LIMIT=27]">
+    New private tab
   </message>
   <message name="IDS_VR_MENU_NEW_PRIVATE_TAB" desc="Menu item for opening a new private tab that facilitates pseudononymous browsing. [CHAR-LIMIT=27]">
     New private tab
@@ -115,8 +115,8 @@
   <message name="IDS_VR_MENU_PREFERENCES" desc="Menu item for opening browser preferences. [CHAR-LIMIT=27]">
     Settings
   </message>
-  <message name="IDS_VR_MENU_CLOSE_INCOGNITO_TABS" desc="Menu item for closing all open incognito tabs. [CHAR-LIMIT=27]">
-    Close incognito tabs
+  <message name="IDS_VR_MENU_CLOSE_INCOGNITO_TABS" desc="Menu item for closing all open private tabs. [CHAR-LIMIT=27]">
+    Close private tabs
   </message>
   <message name="IDS_VR_MENU_CLOSE_PRIVATE_TABS" desc="Menu item for closing all open private tabs. [CHAR-LIMIT=27]">
     Close private tabs
@@ -124,7 +124,7 @@
   <message name="IDS_VR_TABS_BUTTON_REGULAR" desc="Text on button for selecting regular tabs">
     Tabs
   </message>
-  <message name="IDS_VR_TABS_BUTTON_INCOGNITO" desc="Text on button for selecting incognito tabs">
-    Incognito
+  <message name="IDS_VR_TABS_BUTTON_INCOGNITO" desc="Text on button for selecting private tabs">
+    Private
   </message>
 </grit-part>