diff --git a/pytest_rerunfailures.py b/pytest_rerunfailures.py
index df42b38..c21ceeb 100644
--- a/pytest_rerunfailures.py
+++ b/pytest_rerunfailures.py
@@ -20,7 +20,6 @@
 else:
     import importlib_metadata
 
-
 try:
     from xdist.newhooks import pytest_handlecrashitem
 
@@ -29,7 +28,6 @@
 except ImportError:
     HAS_PYTEST_HANDLECRASHITEM = False
 
-
 PYTEST_GTE_63 = parse_version(pytest.__version__) >= parse_version("6.3.0")
 
 
@@ -66,8 +64,8 @@ def pytest_addoption(parser):
         type=str,
         default=None,
         help="If passed, only rerun errors matching the regex provided. "
-        "Pass this flag multiple times to accumulate a list of regexes "
-        "to match",
+             "Pass this flag multiple times to accumulate a list of regexes "
+             "to match",
     )
     group._addoption(
         "--reruns",
@@ -90,8 +88,8 @@ def pytest_addoption(parser):
         type=str,
         default=None,
         help="If passed, only rerun errors other than matching the "
-        "regex provided. Pass this flag multiple times to accumulate a list "
-        "of regexes to match",
+             "regex provided. Pass this flag multiple times to accumulate a list "
+             "of regexes to match",
     )
     arg_type = "string"
     parser.addini("reruns", RERUNS_DESC, type=arg_type)
@@ -266,6 +264,14 @@ def _get_rerun_filter_regex(item, regex_name):
 
 
 def _matches_any_rerun_error(rerun_errors, report):
+    return _try_match_reprcrash(rerun_errors, report)
+
+
+def _matches_any_rerun_except_error(rerun_except_errors, report):
+    return _try_match_reprcrash(rerun_except_errors, report)
+
+
+def _try_match_reprcrash(rerun_errors, report):
     for rerun_regex in rerun_errors:
         try:
             if re.search(rerun_regex, report.longrepr.reprcrash.message):
@@ -276,13 +282,6 @@ def _matches_any_rerun_error(rerun_errors, report):
     return False
 
 
-def _matches_any_rerun_except_error(rerun_except_errors, report):
-    for rerun_regex in rerun_except_errors:
-        if re.search(rerun_regex, report.longrepr.reprcrash.message):
-            return True
-    return False
-
-
 def _should_hard_fail_on_error(item, report):
     if report.outcome != "failed":
         return False
@@ -316,11 +315,11 @@ def _should_not_rerun(item, report, reruns):
     is_terminal_error = _should_hard_fail_on_error(item, report)
     condition = get_reruns_condition(item)
     return (
-        item.execution_count > reruns
-        or not report.failed
-        or xfail
-        or is_terminal_error
-        or not condition
+            item.execution_count > reruns
+            or not report.failed
+            or xfail
+            or is_terminal_error
+            or not condition
     )
 
 
diff --git a/test_pytest_rerunfailures.py b/test_pytest_rerunfailures.py
index 7e203aa..b0b11f2 100644
--- a/test_pytest_rerunfailures.py
+++ b/test_pytest_rerunfailures.py
@@ -6,7 +6,6 @@
 
 from pytest_rerunfailures import HAS_PYTEST_HANDLECRASHITEM
 
-
 pytest_plugins = "pytester"
 
 has_xdist = HAS_PYTEST_HANDLECRASHITEM
@@ -42,14 +41,14 @@ def check_outcome_field(outcomes, field_name, expected_value):
 
 
 def assert_outcomes(
-    result,
-    passed=1,
-    skipped=0,
-    failed=0,
-    error=0,
-    xfailed=0,
-    xpassed=0,
-    rerun=0,
+        result,
+        passed=1,
+        skipped=0,
+        failed=0,
+        error=0,
+        xfailed=0,
+        xpassed=0,
+        rerun=0,
 ):
     outcomes = result.parseoutcomes()
     check_outcome_field(outcomes, "passed", passed)
@@ -597,7 +596,7 @@ def test_rerun_except_flag(testdir, rerun_except_texts, should_rerun):
     ],
 )
 def test_rerun_except_and_only_rerun(
-    testdir, rerun_except_texts, only_rerun_texts, should_rerun
+        testdir, rerun_except_texts, only_rerun_texts, should_rerun
 ):
     testdir.makepyfile('def test_only_rerun_except(): raise ValueError("ERR")')
 
@@ -697,7 +696,7 @@ def test_fail_two():
     ],
 )
 def test_only_rerun_flag_in_flaky_marker(
-    testdir, marker_only_rerun, cli_only_rerun, should_rerun
+        testdir, marker_only_rerun, cli_only_rerun, should_rerun
 ):
     testdir.makepyfile(
         f"""
@@ -717,31 +716,36 @@ def test_fail():
 
 
 @pytest.mark.parametrize(
-    "marker_rerun_except,cli_rerun_except,should_rerun",
+    "marker_rerun_except,cli_rerun_except,raised_error,should_rerun",
     [
-        ("AssertionError", None, False),
-        ("AssertionError: ERR", None, False),
-        (["AssertionError"], None, False),
-        (["AssertionError: ABC"], None, True),
-        ("ValueError", None, True),
-        (["ValueError"], None, True),
-        (["OSError", "ValueError"], None, True),
-        (["OSError", "AssertionError"], None, False),
+        ("AssertionError", None, "AssertionError", False),
+        ("AssertionError: ERR", None, "AssertionError", False),
+        (["AssertionError"], None, "AssertionError", False),
+        (["AssertionError: ABC"], None, "AssertionError", True),
+        ("ValueError", None, "AssertionError", True),
+        (["ValueError"], None, "AssertionError", True),
+        (["OSError", "ValueError"], None, "AssertionError", True),
+        (["OSError", "AssertionError"], None, "AssertionError", False),
         # CLI override behavior
-        ("AssertionError", "ValueError", False),
-        ("ValueError", "AssertionError", True),
+        ("AssertionError", "ValueError", "AssertionError", False),
+        ("ValueError", "AssertionError", "AssertionError", True),
+        ("CustomFailure", None, "CustomFailure", False),
+        ("CustomFailure", None, "AssertionError", True),
     ],
 )
 def test_rerun_except_flag_in_flaky_marker(
-    testdir, marker_rerun_except, cli_rerun_except, should_rerun
+        testdir, marker_rerun_except, cli_rerun_except, raised_error, should_rerun
 ):
     testdir.makepyfile(
         f"""
         import pytest
+        
+        class CustomFailure(Exception):
+            pass
 
         @pytest.mark.flaky(reruns=1, rerun_except={marker_rerun_except!r})
         def test_fail():
-            raise AssertionError("ERR")
+            raise {raised_error}("ERR")
         """
     )
     args = []