Among other things, embodiments of the present disclosure improve the functionality of electronic messaging and imaging software and systems by enabling users to generate customized media overlays that can be shared with other users. For example, media overlays can be generated by the system and displayed in conjunction with media content (e.g., images and/or video) generated by an image-capturing device (e.g., a digital camera). In some embodiments, existing media overlays may be used by users to create derivative media overlays. The system may track usage of media overlays and any derivatives created based thereon, and allow users to control the distribution and use of their overlays in future derivatives. In some embodiments, for example, a user can modify an overlay they created and cause the modification to propagate to all derivative overlays based on the user's overlay.