Hi @kem104,
Please check if you are using modern page or classic page. The master page only support classic page. But it is now more recommended to use modern page and custom the page by spfx extension. Please refer to the following steps to create custom style.
https://www.sharepointdiary.com/2020/09/sharepoint-online-inject-custom-css-to-modern-sites.html
Here is a similar issue with yours
https://stackoverflow.com/questions/47995810/cant-change-styling-in-sharepoint-online
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