NEW YORK — Fashion week has a brand-new beauty sponsor: Shu Uemura.

The L’Oreal-owned brand is the sole beauty sponsor for the shows, which begin today. The brand will also participate backstage at the Jeremy Scott, B.Michael and Lloyd Klein shows.

A Shu Uemura booth set up like a mini-boutique went up today in the Bryant Park tents; it will offer beauty touch-ups, previews of new makeup colors and bounce-back cards to encourage showgoers to head to the Shu Uemura store in SoHo. The bounce-back cards will also be distributed at the Puck Building. The booth will be operated for all of Fashion Week.

“Shu Uemura is the perfect brand to be sponsoring the shows,” said Erik Hoover, director of marketing for Shu Uemura. “It’s a favorite brand of makeup artists,” — Hoover, a former makeup artist, should know — “but many consumers aren’t as aware of it as they could be. We’re aiming to raise awareness, and this is a wonderful step in that plan. It confirms Shu Uemura’s brand identity as a fashion-forward makeup-artist brand.”

That sentiment was echoed by Luc Nadeau, president of L’Oreal’s Luxury Products division. “If there’s one brand marked for a phenomenal future, it’s Shu Uemura,” said Nadeau. “It’s an innovative brand that people love, and we’re looking forward to raising its awareness. It is unique on every level.”

The Shu Uemura brand, which was founded in the Sixties, is available in the U.S. at Barneys New York, Bergdorf Goodman, Takashimaya, Sephora and select Nordstrom doors, as well as its own boutique. Going forward, additional doors will likely be added, although Hoover is quick to add that he’s not in a huge hurry to expand doors — “I’d rather see us build our business with the retail partners we now have, then add more doors,” he said.

For now, Hoover’s happy to focus on fashion. In fact, Hoover sees the Uemura/Fashion Week pairing as a long-term partnership. “We’d like to be a part of the shows for many years to come,” he said.