Rotational head motion is one of the major contributors to brain tissue strain during head impacts, which damages axons and vessels and leads to traumatic brain injury. Helmet technologies have come to market promising enhanced protection against such rotational head motion. We recently introduced novel air-filled viscoelastic cell arrays and showed that their shear response under oblique impacts can be tailored through altering the cell wall curvature. We found that concave cells provide shear stiffness that is a few folds larger than that of convex cells. Here we test whether altering the cell curvature can reduce head rotational kinematics and brain strain and whether the viscoelastic cell arrays outperform the reference EPS foam-based liner. To test these hypotheses, we incorporate the viscoelastic cell arrays in a bicycle helmet liner. We use validated finite element models of the helmet and replace the liner with validated finite element models of the cellular cell arrays. We simulate oblique impacts at different locations to represent a wide range of real-world bicycle head impacts. In all cases, the head kinematics and brain deformation metrics indicate significant improvements with the novel cell arrays over the conventional EPS liner. We show that the shear-compliant cell arrays can reduce head rotational acceleration by as much as 64 % and brain strain by 69 %, but not in all impact locations. Cell arrays with similar axial stiffness yet lower shear stiffness often bottomed out, indicating that a considerable amount of energy is dissipated via cell shearing around the impact zone. Our results show that placement of cells with varying amounts of shear stiffness should be optimised, with the most shear-compliant cells near the crown and the least near the temples. This study shows the promising performance of viscoelastic cell arrays in protecting the head and brain under oblique impacts and provides avenues for optimising the distribution of their compressive-shear properties.