Objective To explore the effect of nursing intervention based on information-knowledge-belief-behavior model in patients with chloasma. Methods A total of 110 patients with chloasma admitted to our hospital from January 2022 to December 2023 were selected as the research objects. According to the random number table method, they were divided into control group and study group, with 55 patients in each group. The control group was given routine nursing intervention, and the study group was given nursing intervention based on information-knowledge-belief-behavior model. The skin lesions, treatment compliance, self-care ability and quality of life were compared between the two groups. Results The skin lesion score of the study group after nursing was lower than that of the control group, and the difference was statistically significant (P <0.05). The treatment compliance of the study group was 94.55%, which was higher than 80.00% of the control group, and the difference was statistically significant (P <0.05). After nursing, the scores of health knowledge level, self-concept, self-care responsibility and self-care skills in the study group were higher than those in the control group, and the differences were statistically significant (P <0.05). The scores of physiological function, psychological function, material life and social function in the study group were higher than those in the control group, and the differences were statistically significant (P <0.05). Conclusion The application of nursing intervention based on information-knowledge-belief-behavior model in patients with chloasma can improve their treatment compliance, improve skin lesions, enhance patients' self-care ability and improve their quality of life.