I have to say: if anyone is uber-pale (anywhere between NC/W10-15) and is finding the cheaper North American "BB creams" to be too dark, the GOSH All in One BB Cream in Sand 01 (I picked it up this afternoon) is quite light in tone; there were 4 shades but I'm not sure how dark the line goes.
Unfortunately, I can already tell this has sheer coverage; and it doesn't seem uber-buildable. I could still see my freckles through; and it seems to have a slight sheeny finish. I'm going to test it out tomorrow (be warned: the tube is uber-tiny for the price!) and see how it works.