I can bet money they've been there all along, but you know: marketing. Anywho....
This is a micelle. A spherical structure that forms in an aqueous solution. Those little green circles you see are water loving (or hydrophillic) heads and the yellow extensions are their water fearing (hydrophobic) tails. Now what does this short chemistry lesson have to do with beauty? Apparently, major beauty companies are making micelles a thing, and every other major product line least one micellar product. Check below for more details.
Micelles often form in soap molecules and these micellar makeup cleansers are a type soap. Now what these three products have in common is they are basically a mixture of oil and water. I have used olive oil in conjunction with water to remove my makeup, and I did find it effective. I also dab a little oil on my makeup brushes for a really deep clean. This is because the oil attracts the dirt. Simply put, the dirt gets trapped inside the micelle and rinsed way with water because of the the hydrophilic heads.
These products could very well have been just as effective without the fancy micellar talk. If you're not working behind the scenes in the beauty industry formulating the products, chances are micelle isn't in your daily vernacular. I like to remember that (and remind others) when scouting out the latest beauty products. I try not to fall victim to the marketing schemes too often. However, since we talk about beauty here, you know I'm going to have to give at least one of these products a try. This blog wouldn't exist if I didn't think that way. I'll spend my money before you decided if you want to do the same because I'm just that nice :).
I'll keep you posted.