• Ecommerce Website Design
  • Graphic Design
  • Project Management
  • User Experience
  • Website Training

Helen-É Cosmetics

Helen-É Cosmetics manufacture high quality colour cosmetics, which are supplied to retailers, spas, salons and independent businesses all around the world. For the last 20 years, they have supplied products to make-up artists working with celebrities and models attending exclusive red carpet and VIP events. Helen-É Glitter Pigments have been used in a wide range of TV shows, including the BBC’s Strictly Come Dancing. Helen Elowe, who founded the UK based company in 1999, is passionate about makeup, with her number one aim being to help build confidence in people by supplying high quality makeup for all skin tones. Helen is also an avid supporter of Cancer Research UK, and every time you place an order online, Helen-É Cosmetics donates to the charity.


We were approached by Helen with a brief to modernise her company’s online presence via a new bespoke e-commerce website. Her main aims for the website, were to place focus on showcasing the quality of products Helen-É Cosmetics provide, increasing online sales and traffic, all while ensuring the website met her customers’ needs.


SQ Digital created a fully customised e-commerce responsive website, built on WordPress and WooCommerce. We spent time modernising the e-commerce store to ensure the website was accessible across all devices, whilst also meeting the customer’s requirements. The website incorporates a multitude of advanced features and, to ensure website traffic demand is met, we also provided a VPS hosting solution.

Implementation of SagePay Direct followed, to ensure that customers could put their trust in the ordering process. The ever-increasing traffic to the website prompted us to advise on the potential sales loss due to cart abandonment, which led us to utilise AutomateWoo to capitalise on the high volumes of traffic. This set up specific goals, triggers and email automation to help turn website visits into conversions.

To reduce the number of steps required to make a purchase, our development team installed an Ajax search feature. With live search functionality, customers are shown relevant products before engaging with them. We also utilised a WooCommerce feature that allowed us to link influencers and models imagery against customisable product bundles.

The Results

Following the launch of this stunning new website, Helen-É Cosmetics has seen a huge upturn in the amount of traffic coming into the website and, most importantly, revenue has soared.

  • Increased Traffic by 185%
  • Reduced mobile bounce rate by 30%
  • Increase in revenue by 101%


At SQ Digital, we pride ourselves on ensuring that all of our customers have the very best experience, whether they are taking out a monthly Digital Marketing solution or website build with us. With that in mind, we believe taking the time to gather feedback from all of our customers is invaluable.

Following the build of the Helen-É website, we contacted Helen to gather her thoughts on her brand-new website.

If I was to describe the experience my company has had with the team at SQ Digital in one word, it would have to be “FANTASTIC!!!” From day one, everyone has been patient, helpful and knowledgeable.  All our queries and expectations have been dealt with in an efficient and extremely professional manner. From the initial design right through to the launch and aftercare of our new website, all has been taken care of. I wouldn’t hesitate to recommend SQ Digital to any company now and in the future.

– Helen Elowe

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