Why are moms boycotting Kyte Baby? How one employee's story went viral

Moms are boycotting the brand Kyte Baby because of its treatment of an employee who asked to work remotely while her baby was in the NICU.

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Why are moms boycotting Kyte Baby? How one employee's story went viral

Moms are boycotting the brand Kyte Baby because of its treatment of an employee who asked to work remotely while her baby was in the NICU.

TikTok is currently buzzing with videos of new moms, many who have had premature births, saying they will never purchase from Kyte Baby again. It's a similar story in each post's comment section, with thousands of women sharing stories of life in the NICU or recommending dupes for the popular baby brand's products.

So why the massive boycott against Kyte Baby, and what do NICU moms have to do with it? It all boils down to the company's alleged treatment one of its employees, a new NICU mom named Marissa Hughes.

Marissa Hughes' journey to motherhood

Hughes and her husband's "deepest desire" has been to grow their family, according to the couple's GoFundMe page. But for nearly three years, they faced immense challenges in their quest. This included failed IVF and IUI procedures, multiple miscarriages and Hughes nearly losing her life due to a related surgery — after which she asked Kyte Baby to have time off but was denied the request, according to Hughes' sister.

After serving as foster parents, the Hughes said they felt compelled to adopt in October and started the GoFundMe to raise funds to do so. Then two months later, they got the call: A baby boy in a hospital nine hours away from their home in Dallas needed a family.

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Why are moms boycotting Kyte Baby? How one employee's story went viral