In January 2024, Kyte Baby, a niche infant apparel brand, faced significant backlash following a high-profile dispute with an employee regarding the company’s maternity leave policy. The controversy unfolded as Kyte Baby employee Marissa Hughes, who had recently adopted a newborn with health complications, requested time off to care for the child. Although she was initially granted a two-week remote work arrangement, Hughes expressed frustration over the company’s unwillingness to provide a more extended leave similar to what biological parents received.
In response to Kyte Baby’s stance, Hughes decided to leave the company. She shared her work situation on a GoFundMe page, initially set up in March 2023 to secure funds for a potential future adoption. The story gained widespread attention, leading to a surge in charitable contributions, nearly doubling the initial $50,000 goal within days. The momentum continued to grow as TikTok moms joined the outcry, calling for a boycott of Kyte Baby products and expressing their discontent online.
Faced with mounting public pressure, Kyte Baby’s CEO and founder, Ying Liu, took to the company’s TikTok account on January 18 to issue a public apology. In her first video, Liu expressed regret for the handling of Marissa Hughes’ situation and emphasized Kyte Baby’s commitment to being a “family-oriented company.” However, the apology received criticism for sounding scripted and insincere. Responding to the feedback, Liu posted a second video apologizing for the perceived lack of authenticity and promised a thorough review of the company’s maternity leave policies.
The controversy highlights the ongoing challenges companies face in navigating maternity leave policies and responding to public scrutiny, especially in the age of social media where such stories can quickly go viral.
