Objective To investigate the application effect of continuous nursing based on Maslow's hierarchy of needs combined with internet social platform in patients with melasma. Methods A total of 84 patients with melasma admitted to the Second Afffliated Hospital of Guilin Medical University from February 2024 to October 2025 were selected, and they were divided into the control group (n=42) and the study group (n=42) by the random number table method. The control group received conventional continuous nursing, and the study group received continuous nursing based on Maslow's hierarchy of needs combined with internet social platform on the basis of the control group. The self-efffcacy, melasma improvement, disease coping style and quality of life were compared between the two groups. Results After intervention, the GSES score in the study group was higher than that in the control group (P<0.05). After intervention, the MASI score in the study group was lower than that in the control group (P<0.05). After intervention, the scores of endurance and avoidance in the study group were lower than those in the control group, and the score of confrontation was higher than that in the control group (P<0.05). After intervention, the scores of quality of life in the study group were lower than those in the control group (P<0.05). Conclusion Continuous nursing based on Maslow's hierarchy of needs combined with internet social platform can improve the self-efffcacy of patients with melasma, optimize disease coping style, alleviate melasma symptoms and promote quality of life.