By default, WordPress Custom Fields display any of the string you enter, as plain-text. In same way when you try to execute a shortcode, (in the format [shortcode] VALUE [/shortcode]) you end up displaying the entire text, including the html tags.
This is because, Wordpress do not run shortcodes added to custom fields.
However, you can run shortcodes from a custom field by, using a snippet while calling your custom field in template file.
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