Folder icons keep reverting back to Windows 10 default on reboot

Like it says on the title – I Customize the folder icons and they keep reverting back to Win 10 default

The only thing I can add to that, this is happening on internal HDD that is other than my OS drive.

I customized icons but after reboot, they keep reverting back to default. For years this was not an issue and all of a sudden it is.