One of the best methods, without the risk of scrubbing, is to slather a bunch of leatherique on the wheel, cover it in a plastic bag and let it sit in the warm sun for a few hours. Clean the residue off with pristine clean. Results are amazing and the softness, not only the matte finish, is restored as well as protected. I know it has a higher cost than some products, but you can get the set on amazon in the 16oz size, which is enough for the entire interior, not just the wheel.
08 E90M3 6MT Alpinweiss/Carbon/BPMSport 91 octane tune/BPMSport Feature coding/BMW Pedals/Dinan Exhaust/Alcantara Wheel/Rear Fog Switch/Rattle fixes