Objective To explore the application effect of Maslow needs hierarchy nursing and Internet social platform in the continuous nursing of patients with chloasma. Methods A total of 84 patients with chloasma from February 2024 to January 2026 admitted to the Second Affiliated Hospital of Guilin Medical University were selected and randomly divided into both groups. The control group (n=42) used conventional nursing, and the study group (n=42) used Maslow needs hierarchy nursing and Internet social platform based on the control group. The self-efficacy, disease coping style, chloasma, and quality of life in both groups were compared. Results After intervention, in comparison of the control group, the self-efficacy score of the study group was higher (P<0.05). After intervention, in comparison of the control group, the surrender and avoidance scores of the study group were lower (P<0.05), and the face score was higher (P<0.05). After intervention, in comparison of the control group, the melasma score of the study group was lower (P<0.05). After intervention, in comparison of the control group, the symptoms and conditions, daily activities, interaction with others, work and study, sleep, and treatment effect scores in the study group were lower (P<0.05). Conclusion The implementation of the joint nursing program of Maslow needs hierarchy nursing and Internet social platform can improve the self-efficacy of patients with chloasma, improve the disease coping style, improve the symptoms of chloasma, and reduce the impact of skin diseases on the quality of life.