The NASA page on the JWST sun shield mentions a “pink” colour due to the coatings
https://webb.nasa.gov/content/about/innovations/coating.html
This is consistent with the reflectance spectrum and is similar to the pink colour seen reflected from the new Baader Bessel filters which use dielectric coatings to reflect all wavelengths except the green V passband, in place of the traditional coloured glass. Here is my new Baader filter on the left alongside my traditional coloured glass V filter.