In a recent controversy, Kyte Baby, a popular baby clothing company based in Texas, has come under fire after firing an employee who requested to work remotely while her baby was in the neonatal intensive care unit (NICU). The CEO of Kyte Baby, Ying Liu, has issued two apologies in response to the incident.

Marissa Hughes, an employee at Kyte Baby, and her partner adopted a baby boy who was born prematurely at just 22 weeks of gestation. The baby, weighing barely over a pound, had various health concerns, as explained by Hughes in a GoFundMe campaign seeking financial support for NICU costs and adoption-related fees.

However, when Hughes requested to work remotely while staying at the NICU with her baby, the company chose to terminate her employment, according to a TikTok video posted by Hughes' sister. CNN has reached out to Hughes for comment, but no response has been reported.

In an attempt to address the situation, Liu initially apologized in a scripted TikTok video, expressing regret for how parental leave was communicated and handled. Liu emphasized that Kyte Baby prides itself on being a family-oriented company. However, the apology was met with criticism on social media, with commenters questioning its authenticity.

Realizing the need for a more genuine response, Liu posted another TikTok video hours later, going "off script" and offering a personal account of the decision-making process. Liu admitted that she was the one who vetoed Hughes' request for remote work and acknowledged that it was a terrible mistake. She expressed remorse, understanding the stress Hughes must have endured as a new parent with a baby in the NICU.

The initial corporate apology was deemed disingenuous and devoid of authenticity, leading to public backlash. Crisis communications strategist Lauren Jennings emphasized the importance of authenticity and genuine ownership in gaining forgiveness from consumers after such a mistake.

Kyte Baby confirmed that Hughes had worked with the company for approximately seven months and qualified for two weeks of paid maternity leave. However, employees were required to sign a contract committing to a minimum of six months of employment after completing their paid leave. Due to her son's critical condition, Hughes was unable to sign the contract and proposed a remote work arrangement. The company declined her proposal, citing the on-site nature of her role at the time, but assured her that her job would be available if she chose to return.

On the heels of the controversy, Kyte Baby announced that it is revising its maternity leave policy. This incident highlights the lack of workplace protections for mothers and pregnant individuals in the United States, where paid parental leave is not guaranteed federally, and many rely on their employers for support after giving birth or adopting.

The inability to secure remote work requests amidst the pandemic-driven remote work landscape has brought attention to the challenges faced by working mothers juggling unpaid childcare and household responsibilities. For many, exiting the workforce entirely to focus on caregiving is not financially viable, leading to significant individual financial costs for women.

As the situation unfolds, Kyte Baby faces the task of rebuilding trust with its consumer base, especially with its promise to understand and support motherhood. Whether the brand can recover from this controversy remains uncertain, particularly due to the sensitive nature of motherhood and the expectations placed upon parenting-related brands.