Here’s an example of what sunscreen looks like when photographed using visible vs UV light-sensitive cameras:
http://zidbits.com/2011/07/how-does-sunscreen-work/sunscreen-uv-example/
The answer to the general question here is yes; all you need to be able to implement this idea is a pigments and/or dyes that reflect or absorb specific, probably narrow, bands of light. And these already exist for visible and UV/IR bands, because they’re useful in making lens filters, etc.