That’s kind of like hunters who buy expensive camo and then their wife washes it with laundry detergent that contains brightening agents. To human eyes it still looks like camo, but to the deer you end up looking like Barney the Dinosaur.
Practically all of the non-bleach "whitening" detergents work by adding UV reflectivity. Humans perceive the result as brighter, without being able to accurately say why. Plenty of animals see UV light, and it wouldn't surprise me if militaries had wideband sensors beyond just IR.