Helyett cycles was founded in 1919 in Sully-sur-Loire. The company was named for the heroine of Edmond Audran’s 1890 operetta, Miss Helyett, depicted on the headtube badge.
The race picture probably dates to around 1958-1960 at latest.
The bike pictured is earlier, more likely a 1920s or 1930s model.
Jacques Anquetil rode a Helyett to victory in three Tours de France. The company merged with Gitane in the 1960s.