Steering wheels are difficult to keep matt, hands have so much sweat, grease salt and also hand/face creams on them.
I've always used a good quality leather cleaner and a soft shoe brush (as you would on your seats) to clean them and return to matt but eventually they do go regardless of what you do, I drive 30k a year so the wheel gets used. I lost the battle on my last car an f80 M3 after 80,000 miles.
A replacement rim isn't that expensive from the dealer and there are plenty of re-trimers that do a great job as well.
I agree on the leather creams they don't do anything for our sealed leather other than sit on top and attract even more dirt.
Swisswax do a matting agent for application after cleaning that might work but I haven't tried it.
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730d/Z4C
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