I imagine it’s quite similar to the Dunhill Pipe Wipe, which is what I’ve been using. Simply a nice microfiber cloth impregnated with wax to put a protective shield on the briar. It makes a noticeable difference. If you apply a decent amount of pressure and really buff it into the briar you’ll notice a nice shine and protective wax coating for a few smokes.
These wipes last a long ass time (at least the Dunhill does), but they’re not great for sandblasted or rusticated finishes. Definitely work best on smooth briar. For the aforementioned, get some Halcyon and Paragon wax and a plain microfiber cloth to buff with.