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Alexander's career as a runway coach began accidentally; he would coach models backstage and eventually became recognized for his skills as a coach.Through hard work and dedication, he eventually rose to prominence in this field when he coached supermodel Naomi Campbell and model Kimora Lee Simmons.
He also made a cameo appearance in Degrassi Takes Manhattan, as well as playing himself in an episode of the comedy-drama television series Being Erica.
Jay Manuel Beauty launched in 2014 and the collection consists of a range of products aimed to create a high definition finish, aimed at the younger generation.
In numerous interviews Manuel has stated that he wanted to introduce products that gave an Instagram filter finish, without the need for a filter.
Alexander met Tyra Banks backstage at a runway show, and he began to give Banks walking lessons.
Banks coined Alexander's title "Queen of the Catwalk".