Windows 10: ICC Color Profile not staying applied

Been trying to set up an ICC profile on my desktop as my colors seem washed out. I have an ASUS VG248QE.
Every time I apply the profile I can see the change take place but as soon as I close out of color management it reverts back to normal.
I check the boxes for using my settings for this device as well as going to advanced > change system defaults > use windows display calibration
Any help would be appreciated

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:)

 

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Hello

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